摘要：AbstractChallenges arise in educational environment under the impact of social needs development and labor market transformations. The purpose of the present study is to prove the applicability of marketing theory in universities, as a viable solution to improve system efficiency and effectiveness. Marketing role is analyzed from both social and services perspectives in order to explain its utility to universities, individuals and community as a whole. According to educational services nature, universities are recommended to use, in an integrated manner, a set of seven marketing-mix tools in planning their market relationships: programme, price, place, promotion, processes, physical facilities, and people.
