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This is a Literature Review study.

September 10, 2025

Marketing of Services with Special Reference to Modern Education System

Key Points

Service marketing plays a crucial role in educational institutions, adapting to global and technological changes.
Globalization and privatization have significantly transformed the educational landscape during the Liberalization Era.
Relationships and values are central to marketing services, including education, impacting teaching methods.
Educational services are diversified, encompassing knowledge, skills, and resource-based transactions in the modern era.

Abstract

The importance of service marketing in educational institutions has grown due to advancements in technology and the blurring of international borders. The importance of the teacher-student relationship has been lessened by alternative strategies, such as using multimedia tools while offering this service. Globalization and privatization have significantly altered every area of the economy, especially the service sector, throughout the Liberalization Era. Services play a considerable role in developing countries like India, China etc. Marketing of services such type of marketing which is based on relationship and values. It includes the process of selling and buying of time, knowledge, skill or resources. The services are in so many forms like education, medical, transportation, communication, electricity, gas, water and so on. This paper explores the marketing of educational services.

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