PREREQUISITES OF DEVELOPING CLIENT-ORIENTED APPROACH TO MANAGING RELATIONSHIP
WITH CONSUMERS OF EDUCATION SERVICES PROVIDED BY HIGHER EDUCATIONAL ESTABLISHMENTS

Neretina Evgeniya Alekseevna, Doctor of economic sciences, professor, head of sub-department of marketing,
Mordovia State University named after N. P. Ogaryov (Saransk), ch.marketing@econom.mrsu.ru
Solovyev Timofey Gennadyevich, Postgraduate student, Mordovia State University named after N. P. Ogaryov
(Saransk), timofey@bk.ru

339.138

The article gives a thorough description of Customer Relationship Management (CRM) approach to the control of a higher educational establishment based on CRM concept. The authors substantiate necessary prerequisites for successful implementation of the approach in real practice of higher educational establishments of the Russian Federation.

consumer-oriented approach, CRM, concept, strategy, customer relationship management, education, education services, higher educational establishment.