<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0864-3466</journal-id>
<journal-title><![CDATA[Revista Cubana de Salud Pública]]></journal-title>
<abbrev-journal-title><![CDATA[Rev Cub Sal Públ]]></abbrev-journal-title>
<issn>0864-3466</issn>
<publisher>
<publisher-name><![CDATA[Editorial Ciencias Médicas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0864-34662023000100002</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing para la comercialización de servicios educativos. Un reto para la competitividad internacional]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing for the commercialization of educational services. A challenge for international competitiveness]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Carreño Cuador]]></surname>
<given-names><![CDATA[Jenry]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Ministerio de Salud Pública  ]]></institution>
<addr-line><![CDATA[ La Habana]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2023</year>
</pub-date>
<volume>49</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S0864-34662023000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S0864-34662023000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S0864-34662023000100002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN  Introducción:  El comercio de servicios educativos se ha desarrollado a partir de la consideración de la educación como algo que se produce y se vende. Actualmente, las organizaciones de servicios, así como las educativas, solo perdurarán si compiten con éxito en los mercados nacionales e internacionales.  Objetivo:  Propiciar la concientización de la importancia de hacer competitivos los servicios educativos con que cuenta el Sistema Nacional de Salud en Cuba.  Posicionamiento del autor:  es criterio del autor, que en los servicios educativos que se ofrecen, debe primar el interés social, ya sea los que se ofertan con carácter público como los que se comercializan, pero sin dejar de tomar en cuenta la eficiencia, racionalidad y flexibilidad. Lograr un balance adecuado que permita la comercialización sin dejar atrás los objetivos sociales de la educación.  Conclusiones:  En el trabajo se demuestra que es posible comercializar los servicios educativos de ciencias de la salud, más allá de las fronteras nacionales, con una estrategia de marketing de calidad que los haga competitivos en el escenario internacional.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT  Introduction: Trade in educational services has developed from the consideration of education as something that is produced and sold. Today, service organizations, as well as educational organizations, will only endure if they compete successfully in domestic and international markets.  Objective:  To raise awareness of the importance of making competitive the educational services available to the National Health System in Cuba.  Positioning of the author:  It is the author's discretion that in the educational services offered, the social interest must prevail, whether those offered publicly or those that are commercialized, but without neglecting to take into account efficiency, rationality and flexibility. Achieve an adequate balance that allows commercialization without leaving behind the social objectives of education.  Conclusions:  The work shows that it is possible to commercialize educational services of health sciences, beyond national borders, with a quality marketing strategy that makes them competitive in the international scenario.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[servicios educativos]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[estrategias de marketing]]></kwd>
<kwd lng="es"><![CDATA[mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[comercialización]]></kwd>
<kwd lng="en"><![CDATA[educational services]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<label>1</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ch]]></surname>
<given-names><![CDATA[Lovelock]]></given-names>
</name>
<name>
<surname><![CDATA[Wirtz]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing de los servicios. Personal, tecnología y estrategias]]></source>
<year>2015</year>
<publisher-loc><![CDATA[México DF ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Educación de México]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<label>2</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vieira]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Gonçalves]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Organizational culture, internal marketing, and perceived organizational support in Portuguese higher education institutions]]></article-title>
<source><![CDATA[Journal of Work and Organizational Psychology]]></source>
<year>2018</year>
<volume>34</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>38-45</page-range></nlm-citation>
</ref>
<ref id="B3">
<label>3</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mantua]]></surname>
<given-names><![CDATA[K]]></given-names>
</name>
</person-group>
<source><![CDATA[Educational Travel Best Practices 2020]]></source>
<year>2021</year>
<publisher-loc><![CDATA[Finlandia ]]></publisher-loc>
<publisher-name><![CDATA[visitEDufinn]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<label>4</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tabassum]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Qamar]]></surname>
<given-names><![CDATA[AH]]></given-names>
</name>
<name>
<surname><![CDATA[Shahzadi]]></surname>
<given-names><![CDATA[U]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Impact of International Trade of Higher Education on Universities&#8217; Performance]]></article-title>
<source><![CDATA[Global Regional Review]]></source>
<year>2020</year>
<volume>V</volume>
<numero>II</numero>
<issue>II</issue>
<page-range>237-45</page-range></nlm-citation>
</ref>
<ref id="B5">
<label>5</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Priego]]></surname>
<given-names><![CDATA[AHR]]></given-names>
</name>
<name>
<surname><![CDATA[Córdova]]></surname>
<given-names><![CDATA[HJA]]></given-names>
</name>
<name>
<surname><![CDATA[Suárez]]></surname>
<given-names><![CDATA[LN]]></given-names>
</name>
</person-group>
<source><![CDATA[Mercadotecnia al servicio de la salud: un enfoque multidisciplinario]]></source>
<year>2015</year>
<publisher-loc><![CDATA[Tabasco ]]></publisher-loc>
<publisher-name><![CDATA[Universidad Juárez Autónoma de Tabasco]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B6">
<label>6</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fontán]]></surname>
<given-names><![CDATA[MT]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La educación, ¿un derecho universal?]]></article-title>
<source><![CDATA[Revista de Investigación y experiencias en Ciencias de la Educación]]></source>
<year>2014</year>
</nlm-citation>
</ref>
<ref id="B7">
<label>7</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rodríguez]]></surname>
<given-names><![CDATA[SAR]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de Mercadotecnia. Antología]]></source>
<year>2015</year>
<publisher-loc><![CDATA[Andalucía ]]></publisher-loc>
<publisher-name><![CDATA[Fundación Universitaria Andaluza Inca Garcilaso]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<label>8</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Management]]></source>
<year>2000</year>
<publisher-loc><![CDATA[New Jersey ]]></publisher-loc>
<publisher-name><![CDATA[Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<label>9</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargas]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<source><![CDATA[Investigación de Mercados. Fundación Universitaria del Área Andina]]></source>
<year>2017</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Fondo editorial Areandino]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<label>10</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Suárez]]></surname>
<given-names><![CDATA[LN]]></given-names>
</name>
</person-group>
<source><![CDATA[Enfoque social de la mercadotecnia sanitaria]]></source>
<year>2017</year>
<publisher-loc><![CDATA[La Habana ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Lazo Adentro]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<label>11</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gordillo]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
<name>
<surname><![CDATA[Domínguez]]></surname>
<given-names><![CDATA[BM]]></given-names>
</name>
<name>
<surname><![CDATA[Vega]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
<name>
<surname><![CDATA[De la Cruz]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Ángeles]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El marketing educativo como estrategia para la satisfacción de alumnos universitarios]]></article-title>
<source><![CDATA[Revista de psicología educativa Propósitos y Representaciones]]></source>
<year>2020</year>
<volume>8</volume>
<numero>1</numero>
<issue>1</issue>
</nlm-citation>
</ref>
<ref id="B12">
<label>12</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[CJ]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos del marketing educativo]]></source>
<year>2014</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Wolters Kluver]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<label>13</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Villaseca]]></surname>
<given-names><![CDATA[MD]]></given-names>
</name>
</person-group>
<source><![CDATA[Innovación y marketing de servicios en la era digital. ESIC]]></source>
<year>2017</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Universidad de Barcelona]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<label>14</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Paredes]]></surname>
<given-names><![CDATA[SM]]></given-names>
</name>
<name>
<surname><![CDATA[Moreno]]></surname>
<given-names><![CDATA[CNY]]></given-names>
</name>
<name>
<surname><![CDATA[Terán]]></surname>
<given-names><![CDATA[APE]]></given-names>
</name>
<name>
<surname><![CDATA[Salgado]]></surname>
<given-names><![CDATA[CHDJ]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing de Servicios]]></source>
<year>2019</year>
<publisher-loc><![CDATA[Guayaquil ]]></publisher-loc>
<publisher-name><![CDATA[Ediciones Grupo Compás]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<label>15</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Manes]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing para Instituciones Educativas: Guía para planificar la captación y retención de alumnos]]></source>
<year>2004</year>
<edition>2da</edition>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
<publisher-name><![CDATA[Granica]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<label>16</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rendueles]]></surname>
<given-names><![CDATA[MM]]></given-names>
</name>
</person-group>
<source><![CDATA[Mercadeo social, responsabilidad social y balance social: conceptos a desarrollar por instituciones universitarias]]></source>
<year>2010</year>
<publisher-name><![CDATA[Telos]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<label>17</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Larios]]></surname>
<given-names><![CDATA[GE]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La gestión de la convivencia escolar en la educación básica en México: desde la perspectiva del marketing educativo]]></article-title>
<source><![CDATA[Apuntes Universitarios]]></source>
<year>2021</year>
<volume>11</volume>
<numero>2</numero>
<issue>2</issue>
</nlm-citation>
</ref>
<ref id="B18">
<label>18</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Zapata]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<source><![CDATA[Mercadeo Educativo. Estrategias para promover instituciones y programas]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Hipertexto]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<label>19</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Salas]]></surname>
<given-names><![CDATA[CHJ]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Influence of relationship marketing on the organizational results of private educational institutions of Lima metropolitan area (Perú)]]></article-title>
<source><![CDATA[Rev. investig. Altoandin]]></source>
<year>2017</year>
<volume>19</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>63-74</page-range></nlm-citation>
</ref>
<ref id="B20">
<label>20</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gordillo]]></surname>
<given-names><![CDATA[LJD]]></given-names>
</name>
<name>
<surname><![CDATA[Domínguez]]></surname>
<given-names><![CDATA[BM]]></given-names>
</name>
<name>
<surname><![CDATA[Vega]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
<name>
<surname><![CDATA[De la Cruz]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
<name>
<surname><![CDATA[Ángeles]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El marketing educativo como estrategia para la satisfacción de alumnos universitarios]]></article-title>
<source><![CDATA[Propósitos y Representaciones]]></source>
<year>2020</year>
<volume>8</volume>
<numero>1</numero>
<issue>1</issue>
</nlm-citation>
</ref>
<ref id="B21">
<label>21</label><nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Celkan]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
<name>
<surname><![CDATA[Green]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
<name>
<surname><![CDATA[Hussain]]></surname>
<given-names><![CDATA[K]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Student Perceptions of Teacher Respect Toward College Students]]></article-title>
<source><![CDATA[Procedia-Social and Behavioral Sciences]]></source>
<year>2015</year>
<volume>191</volume>
<page-range>2174-8</page-range></nlm-citation>
</ref>
<ref id="B22">
<label>22</label><nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gálvez]]></surname>
<given-names><![CDATA[GAM]]></given-names>
</name>
<name>
<surname><![CDATA[Suárez]]></surname>
<given-names><![CDATA[LN]]></given-names>
</name>
</person-group>
<source><![CDATA[Economía de la salud. Un enfoque multidisciplinario]]></source>
<year>2020</year>
<publisher-loc><![CDATA[La Habana ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Ciencias Médicas]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
