An analysis of market orientation in the UK Higher Education sector, taking into account the nature of multiple 'customer' constituencies for HE institutions
Unlike conventional products and services, higher education (HE) is characterized by not-forprofit institutions serving multiple constituencies (e.g., students, alumni, governments, etc.). Therefore, conventional market orientation (MO) methodology needs to be adapted to reflect this. However, previ...
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University of Reading
2013
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.602530 |