This article substantiates the the vision of corporate culture as a key marketing asset of university. Its uniqueness is in the fact that the corporate culture largely determines the status of other intangible assets of the university, as well as competitive position in the market of educational services school. The author underlines that the corporate culture at the same time is one of the most effective management tools of the university (including not only its employees but also to some extent, its main customers – students and trainees), more details can be found in the article.
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