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Humanitarization of educational institution marketing activity is a process of studying, forming, and satisfying a special kind of needs - in self-cognition, cognition of a person and his role in society, in developing the emotional and value sphere of the subjects of the educational process. The transformation of marketing activity lies in its humanization, addressing to the humanitarian needs. The pedagogic concept of humanitarization of educational institution marketing activity is based on a set of methodological approaches (hermeneutic, semiotic, personal and activity-oriented, synergetic), on the idea of meeting humanitarian needs by providing an appropriate educational service, includes a process model of humanitarization of marketing activity and a structural and logical model of forming the marketing readiness of an educational employee. The book is addressed to researchers in the field of pedagogy, doctoral candidates, educators