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El presente escrito pretender brindar una aproximación conceptual al estado del arte del mercadeo educativo, partiendo de la evolución histórica de la disciplina de marketing, recorriendo rápidamente las escuelas de pensamiento y nuevos paradigmas a fin de comprender la aplicación y relevancia de esta joven disciplina en el contexto de la educación terciaria o superior bajo la premisa de incitar a académicos e investigadores a involucrarse en este campo de conocimiento, el cual a pesar de haber tenido un crecimiento significativo durante estas tres últimas décadas, aun propone grandes retos en materia de teorizaciónReferencias
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