Abstract
The corporate image is the mental image that individuals have of organizations, and which is constructed from perceptions and experiences, as well as all messages and manifestations of the organization and its environment. Ecua-dorian universities lack them, because they do not use tools of communication such as marketing. Universities as providers of academic products need, to attract more users, people who, having met the requirements imposed by law, are eligible to enter higher education institutions. Universities must use tools allowing greater efficiency based on the quality of the services offered, through strategies aimed at encouraging the consumption of their academic product.
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Clery, A., Morán, FE., Molina, L., Morán, FL., González, M., Morán, FJ. (2022). Communication and Marketing in Ecuadorian Universities. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_50
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DOI: https://doi.org/10.1007/978-981-16-9272-7_50
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