Customer centered marketing for english proficiency certifications in five emerging countries of Latin America
García Bernal, Oscar Javier
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English Proficiency Certifications have been in the market since the 1960´s when they were created as a consequence of the demand of foreign students in the North American universities. Neither promotion nor marketing had to be undertaken since it was a requirement from Universities to candidates expecting to enter different higher education programs. This situation created the perfect environment for the organizations administering exam certifications to generate marketing strategies focused in the product more than the customer, similar to what has traditionally happened with education marketing.