2002/01/01 by John M. McGrath · 1 citation
Business, Management and Accounting · Social Sciences · #Corporate Identity and Reputation #Higher Education Governance and Development #Management and Marketing Education
paper · doi:10.1300/j050v12n01_01
openalex publication_date 2002/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
This article describes a study measuring the attitudes of higher education professionals about the marketing policies of their institutions. The study employed elements of qualitative and quantitative methods. Results of the study indicate that respondents agree that marketing efforts are now “critically important” to their institutions' future. Results also identify attitudes about who should be responsible for marketing policies, as well as attitudes about the effectiveness of the policies. The article also draws implications from the study which might serve as a catalyst for future research that could benefit the field of marketing in higher education.