FEATURES OF RELATIONSHIP MARKETING BETWEEN HIGHER EDUCATION INSTITUTIONS AND EMPLOYERS
The article describes the features of marketing relationships between higher education institutions and employers in comparative characterization with these technologies in the field of «business to business»,explores the life cycle of relationship between the partners, each stage of which requires its own characteristics and demands. According to the analysis the conclusion is formulated that many of the mechanisms of relationship marketing,implemented in the business area can be used in adapted form in the sphere of relations «university-employer». In conclusion, the article discusses prevalent advantages of using relationship marketing in the universities, as well as some disadvantages that may negatively affect the partners and should be considered while building the appropriate interaction.