π-Economy π-Economy 2782-6015 36 Educational service as an object of marketing and brand management Образовательная услуга как объект маркетинга и бренд-менеджмента Popov Grigory 10 10 2010 5 107 178 182

Consideration by the author of educational service as object of purchase and sale has allowed to allocate from the marketing point of view of feature of educational services and the market of educational services. Interaction in the market of educational services is presented in the form of two marketing triangles reflecting communications and interaction between participants of the market. Features of educational services as object of a brand management are revealed and brand "formula" in the market of educational services is defined.

 educational service marketing brand brand management package of values target audience market of educational services marketing triangle reputation marketing communications

Взаимодействие на рынке образовательных услуг представлено в виде двух маркетинговых треугольников,отражающих коммуникации и взаимодействие между участниками рынка. Выявлены особенности образовательных услуг как объекта бренд-менеджмента и определена «формула» бренда на рынке образовательных услуг.