TY  - JOUR
AB  - 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.
VL  - 9
IS  - 2
SN  - 0951-354X
DO  - 10.1108/09513549510082369
UR  - https://doi.org/10.1108/09513549510082369
AU  - Nicholls John
AU  - Harris John
AU  - Morgan Eleanor
AU  - Clarke Ken
AU  - Sims David
PY  - 1995
Y1  - 1995/01/01
TI  - Marketing higher education: the MBA experience
T2  - International Journal of Educational Management
PB  - MCB UP Ltd
SP  - 31
EP  - 38
Y2  - 2021/03/06
ER  -