出版社：University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia
摘要：The social; political and economic changes that have occurred in our country in the last two decades have led to a new way of operating of educational institutions in the public sector. The mentioned changes are reflected in a different way of doing business through market operations; competing with competition; improvement of quality and performance of educational institutions; respecting the needs and expectations of users; etc. In numerous innovations; reforms; tendencies and directions; the concept of marketing in education finds its place; with all its techniques; methods and principles; and one of them is the application of benchmarking; i.e. a concept that refers to learning from leaders in a specific business domain. Readiness and openness of schools to foster innovations in everyday work are the precondition for a successful implementation of benchmarking in education. School principal has a major role as a person who is the most responsible when it comes to successful operating and quality improvement in a particular school. In this paper we will present the basic steps of benchmarking process related to the field of education. Furthermore; the paper promotes the idea of the necessity of creating a unique benchmarking information system which would present a practical communication channel between educational institutions which need training and the competent institutions which can provide trainings in the process of benchmarking.
