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| Titel: |
Critical Success Factors in the Marketing of an Educational Institution: A Comparison of Institutional and Student Perspectives |
| Auteur: |
Mazzarol, Tim Soutar, Geoffrey N. Thein, Vicky |
| Verschenen in: |
Journal of marketing for higher education |
| Paginering: | Jaargang 10 (2001) nr. 2 pagina's 39-57 |
| Jaar: |
2001-03-26 |
| Inhoud: |
This paper examines the emergence of education as a marketable service with institutions now seeking to market themselves in a professional manner. A comparison is made between two samples-one of administrators within educational institutions in Australia, Canada, New Zealand, the United Kingdom and United States, the other of college and university students in Australia. Statistical analysis identified a series of key factors considered critical to the successful marketing of these institutions. A comparison of institutional and student views is made concluding that significant differences exist between the two groups. Managerial and research implications are provided. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
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