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ERIC Number: EJ603561
Record Type: CIJE
Publication Date: 1999
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: N/A
The Antecedents of the Market Orientation in Higher Education.
Wasmer, D. J.; Bruner, Gordon C. II
Journal of Marketing for Higher Education, v9 n2 p93-105 1999
Examines three antecedents of the market orientation for colleges and universities facing declines in enrollments and downsizing: (1) institution size (student enrollment); (2) source of funding (public/private); and (3) institutional innovativeness. Of the three, innovativeness was found to play the largest role. Discusses implications for administrators and research. (DB)
Descriptors: Educational Innovation, Higher Education, Institutional Advancement, Marketing, Private Colleges, Public Colleges, Student Recruitment
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A