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| 1 | The article defines activity of a preschool educational institution based on a marketing approach. The analysis of work of the marketing division being a structural subdivision of an educational institution conducting research and experimental work in the marketing was carried out. Besides, the article describes the main areas of activity of the marketing division (working out a long-term development strategy of a preschool educational institution, searching for active social partners in the neighborhood, crafting an image of the educational institution among parents and pedagogical society of the city, raising the ranking of the educational institution), and stages of implementation of the marketing research and its subject. Keywords: marketing, marketing division, creative task groups, marketing research, SWOT-analysis. | 1190 | ||||