<title>ABSTRACT</title> It has been suggested that in the service sector there is a need to promote strategies devised to supply each market with what it really demands. It is particularly so in the education field, where competitiveness is increasing in intensity day by day. The design of such strategies...

Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in...