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Direct linkHeslop, Louise A.; Nadeau, John – Journal of Marketing for Higher Education, 2010
Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired…
Descriptors: Foreign Countries, Business Administration Education, Masters Programs, Marketing
