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Direct linkWilliams, Robert L., Jr.; Omar, Maktoba – Journal of Marketing for Higher Education, 2014
Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical…
Descriptors: Marketing, Competition, Higher Education, Student Recruitment
