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Direct linkPoole, Sonja Martin – International Journal of Educational Management, 2017
Purpose: While the role of relationship marketing to consumers' overall satisfaction with schools has been discussed in the education management literature, empirical studies on the marketing mechanisms that underpin school-customer relationships are limited. The purpose of this paper is to establish the association between market orientation (MO)…
Descriptors: Structural Equation Models, Data Collection, Elementary Secondary Education, Parents
