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Direct linkLi, Chung-Kai; Hung, Chia-Hung – Journal of Educational Administration, 2009
Purpose: This paper aims to investigate how marketing tactics can enhance parents' loyalty in the educational context. Building on extant research, it proposes an integrated framework in which perceived marketing tactics are related to school image, which in turn is related to parents' loyalty. Design/methodology/approach: Five marketing tactics…
Descriptors: Foreign Countries, Student Recruitment, Parent School Relationship, School Choice
