Dalam pendekatan pemasaran jasa telah dikembangkan sebuah alat terpenting, yaitu marketing mix. Selanjutnya dalam marketing mix dikenal dengan istilah 7P sebagai alat marketing paling tepat sebagai pendekatan terhadap peserta didik, sebab marketing mix klasik 4P tidak cukup efisien dalam mendorong sebuah universitas atau perguruan tinggi
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