La importancia de la recomendación de boca en boca para el posicionamiento de las instituciones educativas: Caso Escuela de Administración de Instituciones (ESDAI), Universidad Panamericana

Nowadays, we live in a globalized world in which in a matter of seconds we can find out the latest news happening. At speed the information can travel, a company may be benefited or injured by what people in the outside world may say about it. The fact that a brand or company may be unknown, or worse, that a distorted picture may be created in the minds of consumers, can lead to the creation of a poor corporate image. The “word of mouth” technique is an important promotion and positioning tool that was analyzed in this research work, demonstrating the impact that can have a higher institution on positioning, from the perception of its members as well as the community which forms part of it, yielding very diverse results, which are discussed in this article.