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PROBLEMS OF MODERN ECONOMICS, N 1 (49), 2014
ISSUES OF SCIENCE AND EDUCATION
Olenev A. A.
PhD student, Chair of Marketing, .V. Plekhanov Russian University of Economics
Shishkin A. V.
Professor of the Chair of Marketing,
Director, G.V. Plekhanov Research Institute of the Russian Economic Academy,
PhD (Economics), Professor


Higher educational institutions: The essence and the content of positioning of educational services (Russia, Moscow)
The article focuses on the essence and the content of positioning of educational services offered by higher educational institutions, offer a SWOT analysis of their activity, and give recommendations for sustaining their competitive positions on the market of educational services
Key words: marketing, higher educational institutions, market of educational services, positioning
Pages: 244 - 246



Литература
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2.  Котлер Ф. Основы маркетинга. Краткий курс. — М.: Изд. дом «Вильямс», 2007 — 647 с.
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4. Сагинова О.В. Маркетинг высшего образования: основные понятия, новые тенденции и перспективы: URL: http://www.marketologi.ru/publikatsii/stati/marketing-vysshego-obrazovanija-osnovnye-ponjatija-novye-tendentsii-i-perspektivy. Дата обращения: 15.12.13.
5.  Arnott, D, C. Positioning on defining the concept, Marketing Educators Group/Conference Proceedings, University of Ulster, NI 4–6 July. — Coleraine: 1994.
6.  Aaker D. Shansby J. Positioning your product/ D. Aaker J. Shansby. Business Horizons. May-June, 1982: URL: http://ru.scribd.com/doc/40573604/Aaker-Positioning. Дата обращения: 05.01.2014.
7.  8 steps to establishing your distinctiveness. Briefing Note. May 2012: URL: http://www.distinct.ac.uk/resources/resourceindex/infdocs/5.5.22-8-steps-to-distinctiveness-pdf. Дата обращения: 24.12.13.
8.  Distinct Matters. Distinct Higher Education Website: URL: http://www.distinct.ac.uk/about/distinct_matters Дата обращения: 24.12.13.

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