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Direct linkDurkin, Mark; Howcroft, Barry; Fairless, Craig – International Journal of Educational Management, 2016
Purpose: During the last 20 years or so the changing environment in which universities operate has meant that commensurately more emphasis has been placed on marketing principles. In light of this emphasis, it is perhaps a little surprising that relatively little attention has been directed towards the processes by which universities develop their…
Descriptors: Higher Education, Student Recruitment, Case Studies, College Programs
