Abstract
This article is devoted to the role of relationship marketing in the higher education system. The ongoing reforms, the development of technologies and the emergence of artificial intelligence dictated the conditions for changes in the field of education, which in turn led to the emergence of new approaches to marketing and managing relationships with consumers and partners. The article outlines the basic principles of the modern concept of relationship marketing. The possibilities and problems faced by universities in the context of digitalization are considered and analyzed.
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