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Direct linkAggarwal Sharma, Ashita; Rao, Vithala R.; Popli, Sapna – Journal of Marketing for Higher Education, 2013
Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school brand…
Descriptors: Foreign Countries, Marketing, Business Administration Education, Student Recruitment
