Already in 1969 Ph. Kotler suggested that marketing should be extended to non-profit organizations. In the social sector, marketing has grown in several areas individually, such as: health, ecology, culture, and education. A detailed analysis of the literature in this field reveals a relatively low degree of education marketing research, especially in preschool and pre-university education. The educational marketing emerged as a derivative of health marketing in the mid-1980s. The concept of marketing mix applied to educational institutions show important similarities with both social marketing and services marketing which make its definition and application a difficult task for theoreticians and practitioners.