<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-6805</journal-id>
<journal-title><![CDATA[Revista Facultad de Ciencias Económicas: Investigación y Reflexión]]></journal-title>
<abbrev-journal-title><![CDATA[Rev.fac.cienc.econ.]]></abbrev-journal-title>
<issn>0121-6805</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas Universidad Militar Nueva Granada]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-68052010000200007</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[UN ENFOQUE DE MERCADEO DE SERVICIOS EDUCATIVOS PARA LA GESTIÓN DE LAS ORGANIZACIONES DE EDUCACIÓN SUPERIOR EN COLOMBIA: EL MODELO MIGME]]></article-title>
<article-title xml:lang="en"><![CDATA[A MARKETING APPROACH OF EDUCATIONAL SERVICES FOR HIGHER EDUCATION ORGANIZATIONS MANAGEMENT IN COLOMBIA: MIGME MODEL]]></article-title>
<article-title xml:lang="pt"><![CDATA[UMA ABORDAGEM DE MARKETING DE SERVIÇOS EDUCACIONAIS PARA A ADMINISTRAÇÃO DAS ORGANIZAÇÕES DE ENSINO SUPERIOR NA COLÔMBIA: O MODELO MIGME]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[OSPINA DÍAZ]]></surname>
<given-names><![CDATA[MILTON RICARDO]]></given-names>
</name>
<xref ref-type="aff" rid="A01"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[SANABRIA RANGEL]]></surname>
<given-names><![CDATA[PEDRO EMILIO]]></given-names>
</name>
<xref ref-type="aff" rid="A02"/>
</contrib>
</contrib-group>
<aff id="A01">
<institution><![CDATA[,Universidad Militar Nueva Granada  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<aff id="A02">
<institution><![CDATA[,Universidad Militar Nueva Granada Facultad de Ciencias Económicas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2010</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2010</year>
</pub-date>
<volume>18</volume>
<numero>2</numero>
<fpage>107</fpage>
<lpage>136</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-68052010000200007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-68052010000200007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-68052010000200007&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[El presente artículo aborda el tema del mercadeo en organizaciones de servicio describiendo su desarrollo histórico, situación actual y futuro y enfatizando en la gestión del Mercadeo Educativo en las organizaciones de educación superior, específicamente para el caso de Colombia. Adicionalmente, se muestra la importancia de usar herramientas como la investigación de mercados y el plan de mercadeo en estas organizaciones con el propósito de recopilar valiosa información sobre las tendencias en educación superior, la viabilidad en la oferta de programas académicos, la percepción institucional y el nivel de satisfacción de los estudiantes, docentes, investigadores y administrativos. Este concepto de mercadeo educativo en la propuesta del modelo MIGME, debe posibilitar la mejora de la oferta académica de las instituciones de manera que se ajuste mejor a las necesidades de la sociedad y del sector productivo. Para la elaboración del documento se consultaron diversas fuentes de información secundaria tales como estudios sectoriales, estadísticas y artículos especializados.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[This article presents marketing in service organizations describing its historical development, current and future situation, making emphasis in Educational Marketing management in higher education organizations, specifically for Colombia. Additionally, the importance of using tools such as marketing research and marketing plan in these organizations is shown with the purpose to collect information on trends in higher education, the viability in the offer of academic programs, institutional perception and satisfaction level of students, teachers, researchers and administrative staff. This concept of educational marketing in MIGME model proposal should make possible to improve institutions' academic offer, in order to adjust better to society and productive sector needs. Various secondary information sources were consulted to develop this document, such as sector studies, statistics and specialized articles.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Neste artigose discute o marketing das organizações de serviços. De creve-se seu desenvolvimento histórico, sua situação atual e futura, com ênfase na gestão de marketing educacional em organizações de ensino superior no caso da Colômbia. Além disso, mostra a importância de usar algumas ferramentas; por exemplo, pesquisa de mercado e plano de marketing nessas organizações a fim de coletar informação valiosa sobre as tendências no ensino superior, a viabilidade da oferta de programas acadêmicos, a percepção ins tucional e o nível de satisfação dos alunos, professores, pesquisadores e administradores. No modelo MIGME, este conceito de marketing educacional deverá conduzir a melhorar a oferta acadêmica das instituições para atender às necessidades da sociedade e do setor produtivo. Na elaboração do documento foram consultadas várias fontes secundárias, como estudos setoriais, estatísticas e artigos especializados.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Mercadeo educativo]]></kwd>
<kwd lng="es"><![CDATA[Mercadeo de servicios]]></kwd>
<kwd lng="es"><![CDATA[Investigación de Mercados]]></kwd>
<kwd lng="es"><![CDATA[Plan de mercadeo]]></kwd>
<kwd lng="es"><![CDATA[Gestión educativa]]></kwd>
<kwd lng="en"><![CDATA[Educational Marketing]]></kwd>
<kwd lng="en"><![CDATA[Service Marketing]]></kwd>
<kwd lng="en"><![CDATA[Market research]]></kwd>
<kwd lng="en"><![CDATA[Marketing Plan]]></kwd>
<kwd lng="en"><![CDATA[Educational management]]></kwd>
<kwd lng="pt"><![CDATA[Marketing educacional]]></kwd>
<kwd lng="pt"><![CDATA[marketing de serviços]]></kwd>
<kwd lng="pt"><![CDATA[pesquisa de mercado]]></kwd>
<kwd lng="pt"><![CDATA[plano de marketing]]></kwd>
<kwd lng="pt"><![CDATA[administração educacional]]></kwd>
</kwd-group>
</article-meta>
</front><body><![CDATA[  ]]></body><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<collab>Asociación Colombiana de Universidades</collab>
<source><![CDATA[Políticas y Estrategias para la Educación Superior de Colombia 2006-2010]]></source>
<year>2007</year>
<publisher-name><![CDATA[Coreas Editores Ltda]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Berry]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Relationship marketing of services: Growing interest, Emerging Perspective]]></article-title>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>1983</year>
<volume>23</volume>
<page-range>236-245</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Booms]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
<name>
<surname><![CDATA[Bitner]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Marketing Strategies and Organizational Structures for Service Firms]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Donnelly]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[George]]></surname>
<given-names><![CDATA[W]]></given-names>
</name>
</person-group>
<collab>Marketing of Services</collab>
<source><![CDATA[]]></source>
<year>1981</year>
<page-range>47-52.</page-range><publisher-loc><![CDATA[Chicago^eIL IL]]></publisher-loc>
<publisher-name><![CDATA[American Marketing Association]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Borden]]></surname>
<given-names><![CDATA[N]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[The concept of the Marketing Mix.]]></article-title>
<source><![CDATA[Journal of Advertising Research]]></source>
<year>1964</year>
<volume>4</volume>
<page-range>197-208</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Brown]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
<name>
<surname><![CDATA[Nicholson]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Power and Relationship Commitment: their Impact on Marketing Channel Member Performance]]></article-title>
<source><![CDATA[Journal of Retailing]]></source>
<year>1995</year>
<volume>71</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>363-392</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Caetano]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Gonzalo]]></surname>
<given-names><![CDATA[N]]></given-names>
</name>
</person-group>
<source><![CDATA[]]></source>
<year>2003</year>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Castells]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[La era de la información: economía, sociedad y cultura]]></source>
<year>1997</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Alianza]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="">
<collab>Congreso de la República de Colombia</collab>
<source><![CDATA[Ley 30 de Diciembre 28 de 1992: Por el cual se organiza el servicio público de la Educación Superior]]></source>
<year>1992</year>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="">
<collab>Congreso de la República de Colombia</collab>
<source><![CDATA[Ley No. 1188 de Abril 25 de 2008: "Por la cual se regula el registro calificado de programas de educación superior y se dictan otras disposiciones"]]></source>
<year>2008</year>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="">
<collab>Consejo Nacional de Acreditación</collab>
<source><![CDATA[¿Cuál es la situación actual de maestrías y doctorados en Colombia?: ¿Cómo se compara con los posgrados en otros países?]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Curry]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Curry]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<source><![CDATA[Customer Relationship Management: "Cómo implementar y beneficiarse de la gestión de las relaciones con los clientes".]]></source>
<year>2002</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gestión 2000]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dans]]></surname>
<given-names><![CDATA[Enrique]]></given-names>
</name>
</person-group>
<source><![CDATA[CRM: Customer Relationship Management]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="">
<collab>Departamento Administrativo Nacional de Estadística</collab>
<source><![CDATA[Indice de la Educación Superior Privada: ICESP Variación anual total y por tipos de institución (1998 - I semestre de 2010)]]></source>
<year>2010</year>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="">
<collab>Departamento Administrativo Nacional de Estadística</collab>
<source><![CDATA[Índice de Precios al Consumidor Base 2008 (IPC) Variaciones Porcentuales (1995-2010)]]></source>
<year>2010</year>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="">
<collab>Departamento Administrativo Nacional de Estadística</collab>
<source><![CDATA[]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Donado]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<source><![CDATA[Introducción al Mercadeo Educativo]]></source>
<year>2000</year>
<publisher-name><![CDATA[Ediciones Uninorte]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="">
<source><![CDATA[Educación Compromiso de Todos: Educómetro]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Eiglier]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
<name>
<surname><![CDATA[Langeard]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<source><![CDATA[Servucción: el marketing de los servicios]]></source>
<year>1989</year>
<publisher-name><![CDATA[Editorial McGraw Hill.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Eyssautier]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[Investigación de Mercados: enfoques, sistemas, información, procesos y proyectos]]></source>
<year>2006</year>
<publisher-name><![CDATA[Trillas]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fernández]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de Mercadotecnia]]></source>
<year>2002</year>
<publisher-name><![CDATA[Editorial Thompson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gazzola]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Didriksson]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<source><![CDATA[Estudio Tendencias de la Educación Superior en América Latina y el Caribe Editorial]]></source>
<year>2008</year>
<publisher-name><![CDATA[Instituto Internacional de la UNESCO para la Educación Superior en América Latina y el Caribe, IESALC]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Góngora]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang="es"><![CDATA[La dimensión simbólica del mundo de los productos: El mundo productual]]></article-title>
<source><![CDATA[Revista Colombiana de Marketing]]></source>
<year>2005</year>
<volume>4</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>46-50</page-range><publisher-name><![CDATA[de la Facultad de Ingeniería de Mercados de la Universidad Autónoma de Bucaramanga]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gronroos,]]></surname>
<given-names><![CDATA[Chistian]]></given-names>
</name>
</person-group>
<source><![CDATA[Service Management and marketing: Managing the moments of truth in service competition]]></source>
<year>1990</year>
<publisher-name><![CDATA[Lexinton Books]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gummeson]]></surname>
<given-names><![CDATA[Evert]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Why Reationship Marketing is a Paradigm Shift: Some conclusions from the 30R Approach]]></article-title>
<source><![CDATA[Management decision]]></source>
<year>1995</year>
<volume>35</volume>
<numero>3-4</numero>
<issue>3-4</issue>
<publisher-name><![CDATA[MCB University Press Ltd]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ibarra]]></surname>
<given-names><![CDATA[O]]></given-names>
</name>
</person-group>
<article-title xml:lang="es"><![CDATA[Algunos aportes sobre las relaciones entre universidady sociedad]]></article-title>
<source><![CDATA[Colección Conferencias]]></source>
<year>2004</year>
<numero>3</numero>
<issue>3</issue>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Bonaventuriana]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jobber]]></surname>
<given-names><![CDATA[David]]></given-names>
</name>
<name>
<surname><![CDATA[Fahy]]></surname>
<given-names><![CDATA[John]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de Marketing]]></source>
<year>2007</year>
<edition>2</edition>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Editorial McGraw Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jul]]></surname>
<given-names><![CDATA[V]]></given-names>
</name>
<name>
<surname><![CDATA[Carlos]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<article-title xml:lang="es"><![CDATA[Universidad, educación y crítica de la globalización]]></article-title>
<source><![CDATA[Revista Mediaciones]]></source>
<year>2005</year>
<volume>5</volume>
<page-range>43-52</page-range></nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kinner]]></surname>
</name>
<name>
<surname><![CDATA[Taylor]]></surname>
</name>
</person-group>
<source><![CDATA[Investigación de Mercados]]></source>
<year>2005</year>
<edition>6</edition>
<publisher-name><![CDATA[Editorial McGraw Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
<name>
<surname><![CDATA[Armstrong]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de Mercadotecnia]]></source>
<year>1998</year>
<edition>4</edition>
<publisher-name><![CDATA[Editorial Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Management: Analysis, Planning, Implementation, and Control]]></source>
<year>1999</year>
<edition>9</edition>
<publisher-name><![CDATA[Prentice Hall College Div]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lamb]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
<name>
<surname><![CDATA[Hair]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Mc Daniel]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de Mercadotecnia]]></source>
<year>2006</year>
<edition>4</edition>
<publisher-name><![CDATA[Editorial Thomson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lauterborn]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[New marketing litany: four Ps passe: C-words take over]]></article-title>
<source><![CDATA[Advertising age]]></source>
<year>1990</year>
<volume>61</volume>
<numero>41</numero>
<issue>41</issue>
<page-range>26</page-range></nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lovelock]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<source><![CDATA[Service marketing]]></source>
<year>1988</year>
<edition>2</edition>
<publisher-name><![CDATA[Prentice Hall International Editions]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Manes]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Gestión Estratégica para Instituciones Educativas]]></source>
<year>2005</year>
<publisher-name><![CDATA[Ediciones Granica S.A]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Manes]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing para instituciones educativas]]></source>
<year>2005</year>
<publisher-name><![CDATA[Ediciones Granica S.A]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martínez]]></surname>
<given-names><![CDATA[F]]></given-names>
</name>
</person-group>
<source><![CDATA[Introducción al Marketing Educativo]]></source>
<year>2001</year>
<publisher-name><![CDATA[Ediciones Uninorte]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[McCarthy]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Basis Marketing: A managerial Approach]]></source>
<year>1960</year>
<publisher-loc><![CDATA[Homewood III ]]></publisher-loc>
<publisher-name><![CDATA[Irwin]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mc Daniel]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
<name>
<surname><![CDATA[Gates]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
</person-group>
<source><![CDATA[Investigación de Mercados]]></source>
<year>2005</year>
<edition>6</edition>
<publisher-name><![CDATA[Editorial Thomson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="">
<collab>Mercados Business Project Innovation</collab>
<source><![CDATA[De las 4 P's a las 4C's: Entrevista a Philiph Kotler]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="">
<collab>Ministerio de Educación Nacional</collab>
<source><![CDATA[Estadísticas sectoriales]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="">
<collab>Ministerio de Educación Nacional</collab>
<source><![CDATA[Estadísticas Sectoriales Educación Superior]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="">
<collab>Ministerio de Educación Nacional</collab>
<source><![CDATA[Observatorio Laboral]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="">
<collab>Ministerio de Educación Nacional</collab>
<source><![CDATA[La Revolución educativa]]></source>
<year>2002</year>
</nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="">
<collab>Ministerio de Educación Nacional</collab>
<source><![CDATA[Decreto 2566 de Septiembre 10 de 2003: "Por el cual se establecen las condiciones mínimas de calidad y demás requisitos para el ofrecimiento y desarrollo de programas académicos de educación superior y se dictan otras disposiciones"]]></source>
<year>2003</year>
</nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="">
<collab>Ministerio de Educación Nacional</collab>
<source><![CDATA[Plan Decenal de Educación 2006-2016]]></source>
<year>2006</year>
</nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="journal">
<collab>Ministerio de Educación Nacional</collab>
<article-title xml:lang="es"><![CDATA[Cobertura con Calidad y Equidad: Educación Superior]]></article-title>
<source><![CDATA[Boletín Informativo No. 6]]></source>
<year>2006</year>
</nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="">
<collab>Ministerio de Educación Nacional</collab>
<source><![CDATA[La articulación de la educación media con la superior y la formación para el trabajo fue socializada en toda Colombia este sábado]]></source>
<year>2009</year>
</nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Muñiz]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang="es"><![CDATA[El plan de marketing de la empresa]]></article-title>
<source><![CDATA[marketing en el siglo XXI]]></source>
<year>2008</year>
<edition>2</edition>
<publisher-name><![CDATA[Editorial Centro de Estudios Financieros]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Navarro]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<source><![CDATA[¿Qué es un CRM?: En nuevas tecnologías de la empresa]]></source>
<year>2002</year>
</nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="">
<collab>Observatorio de la Universidad Colombiana</collab>
<source><![CDATA[Cobertura de la Educación Superior en Colombia]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ospina]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[]]></source>
<year>2006</year>
</nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Parsons]]></surname>
<given-names><![CDATA[T]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Structure and Process in Modern Societies.: Glencoe, Ill]]></article-title>
<source><![CDATA[The Free Press]]></source>
<year>1960</year>
<publisher-name><![CDATA[Unión Tipográfica Editorial Hispano-Americana]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pereira]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
</person-group>
<article-title xml:lang="es"><![CDATA[BTL - Marketing Bajo la Línea]]></article-title>
<source><![CDATA[Revista virtual Inpsicon]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pérez del campo]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<source><![CDATA[Comunicación fuera de los medios: Below The Line Madrid]]></source>
<year>2002</year>
<publisher-name><![CDATA[ESIC editorial]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B55">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pinilla]]></surname>
<given-names><![CDATA[F. M]]></given-names>
</name>
<name>
<surname><![CDATA[Martínez]]></surname>
<given-names><![CDATA[J. I]]></given-names>
</name>
<name>
<surname><![CDATA[Sangüesa]]></surname>
<given-names><![CDATA[J. C]]></given-names>
</name>
</person-group>
<source><![CDATA[CEO Proyecto Empresarial]]></source>
<year>1998</year>
<page-range>95</page-range><publisher-name><![CDATA[Mc Graw Hill Interamericana de España]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B56">
<nlm-citation citation-type="">
<collab>Portafolio</collab>
<source><![CDATA[Aumentó la tasa de alfabetización en Colombia: en 2009 fue de 94,1%, según estudio]]></source>
<year>2010</year>
</nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="">
<collab>Presidencia de la República de Colombia</collab>
<collab>Departamento Nacional de Planeación</collab>
<source><![CDATA[Visión Colombia II Centenario 2019]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B58">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rincón]]></surname>
<given-names><![CDATA[F]]></given-names>
</name>
</person-group>
<source><![CDATA[2009 Año de la Educación para la Innovación y la Competitividad desde la Pertinencia: Comisión Nacional de Seguimiento al Plan Decenal de Educación 2006-2016]]></source>
<year>2009</year>
</nlm-citation>
</ref>
<ref id="B59">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sanabria]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
<name>
<surname><![CDATA[Pedro]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<article-title xml:lang="es"><![CDATA[Nuevas perspectivas de la gestión: Significados en la gestión universitaria]]></article-title>
<source><![CDATA[Colección Conferencias]]></source>
<year>2006</year>
<numero>17</numero>
<issue>17</issue>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Bonaventuriana]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B60">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shostack]]></surname>
<given-names><![CDATA[G. Lynn]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[How to Design a Service.]]></article-title>
<source><![CDATA[European Journal of Marketing]]></source>
<year>1982</year>
<volume>16</volume>
<page-range>49-63</page-range></nlm-citation>
</ref>
<ref id="B61">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shostack, G]]></surname>
<given-names><![CDATA[Lynn]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Understanding Services Through Blueprinting.]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Swartz]]></surname>
<given-names><![CDATA[Teresa]]></given-names>
</name>
<name>
<surname><![CDATA[Bowen]]></surname>
<given-names><![CDATA[David]]></given-names>
</name>
<name>
<surname><![CDATA[Brown]]></surname>
<given-names><![CDATA[Stephen]]></given-names>
</name>
</person-group>
<source><![CDATA[Advances in Services Marketing and Management]]></source>
<year>1992</year>
<volume>5</volume>
<page-range>75-90</page-range><publisher-loc><![CDATA[Greenwich ]]></publisher-loc>
<publisher-name><![CDATA[JAI Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B62">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Trespalacios]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Vasques]]></surname>
<given-names><![CDATA[R]]></given-names>
</name>
<name>
<surname><![CDATA[Bello]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
</person-group>
<source><![CDATA[Investigación de Mercados]]></source>
<year>2005</year>
<publisher-name><![CDATA[Editorial Thomson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B63">
<nlm-citation citation-type="">
<collab>Universia</collab>
<source><![CDATA[Formación doctoral en Colombia]]></source>
<year>2010</year>
</nlm-citation>
</ref>
<ref id="B64">
<nlm-citation citation-type="">
<collab>Webometrics</collab>
<source><![CDATA[Ranking Mundial de Universidades]]></source>
<year>2009</year>
</nlm-citation>
</ref>
<ref id="B65">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Zapata]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<article-title xml:lang="es"><![CDATA[Mercadeo Educativo: ¿Cómo promover la oferta de instituciones y programas?]]></article-title>
<source><![CDATA[Revista Colombiana de Marketing]]></source>
<year>2000</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<publisher-name><![CDATA[Universidad Autónoma de Bucaramanga]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B66">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Zea,]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
</person-group>
<source><![CDATA[La organización como tejido conversacional]]></source>
<year>2004</year>
<publisher-loc><![CDATA[Medellín ]]></publisher-loc>
<publisher-name><![CDATA[Universidad EAFIT]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
