Internal marketing as a factor of increasing the efficiency of higher education institution management

In modern conditions, one of the strategically important elements of an effective University management system is intra-organizational marketing. The need for its use is caused by the tense situation in the Russian market of educational services. The aim of the study is the theoretical justification and practical implementation of recommendations on the use of modern tools of internal marketing in the management of higher education. In the process of research modern General scientific and special methods were used: methods of scientific abstraction, analysis and synthesis, retrospective analysis, comparison, generalization, expert evaluation. The theoretical and practical significance of the study is that the developed theoretical provisions to improve the effectiveness of University management on the basis of internal marketing tools can be used in the activities of higher education institutions.