Given the increasing competition in higher education, including that on MBA degrees, it is surprising that more attention has not been paid to marketing issues, such as are educational institutions really “customer‐oriented”?; do they choose the most appropriate market segments?; the complexities of the decision processes of the “buyers”. Looks first at general issues facing educational marketers, and then examines the marketing of MBA degrees in the light of theory, of previous survey data and of evidence arising from their collective experience. Concludes that, whether the “customer” is an individual student or a company, a greater understanding of buyer behaviour is needed; business schools should improve their marketing or stand accused of not practising what they preach.
International Journal of Educational Management – Emerald Publishing
Published: Apr 1, 1995
Keywords: Business schools; Competition; Customer orientation; Higher education; Market segmentation; Marketing strategy; Masters of Business Administration
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera