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Title: Antecedents and consequences of market orientation in universities: Literature review and conceptual framework
Authors: Asaad, Y
Cohen, G
Melewar, T C
Keywords: Marketing, Universities, Market Orientation, Higher Education Marketing, Performance
Issue Date: 2008
Publisher: Academy of Marketing
Citation: Proceedings of the Academy of Marketing Conference, Aberdeen Business School, 7- 8 July 2008
Abstract: Recent developments in marketing theory have resulted in the conceptualisation of the market orientation construct in different cultural and industrial settings. However, there is little research investigating the applicability of market orientation in the higher education context. Building on the existing literature on market orientation and higher education marketing, the authors propose a theoretical framework of market orientation from a higher education management perspective. The framework analysis leads to propositions relating to the antecedents and consequences of market oriented universities. On the basis of the formulated propositions, the authors conclude with a discussion of the implications both for academia and practice and further research.
Appears in Collections:Marketing
Brunel Business School Research Papers

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