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Direct linkTrullas, Irene; Simo, Pep; Fusalba, Oriol R.; Fito, Angels; Sallan, Jose M. – Journal of Marketing for Higher Education, 2018
In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the…
Descriptors: Higher Education, Colleges, Marketing, Employment Qualifications
