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Alcaide-Pulido, Purificación; Alves, Helena; Gutiérrez-Villar, Belén – Journal of Marketing for Higher Education, 2017
Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries' social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make…
Descriptors: Public Colleges, Private Colleges, Models, Higher Education