DEVELOPMENT AND IMPLEMENTATION OF RELATIONSHIP MARKETING PRINCIPLES IN ROMANIAN HIGHER EDUCATION ENVIRONMENT

Abstract

The thirst for knowledge and the evolution of human society determines the development of marketing activities designed to discover the real needs of society, to intuit new needs and to satisfy them into profitable purposes. Internationalization of higher education is a consequence of globalization. Today, higher education institutions want to become bigger, to develop more and more research programs, to attract more students better prepared to cope with the continuously increasing competition coming from the foreign large universities.educational marketing, relationship marketing, quality, satisfaction, loyalty