REFERENCES
- Allen , L. , Coccari , R. and Webb , M. 1996 . Master's programs: What factors attract students. . Journal of Marketing for Higher Education , 7 : 73 – 85 .
- Allen , L. , Coccari , R. , Lado , A. , Reichert , A. and Webb , M. 1997 . Selection criteria used by graduate students in considering master's business programs offered by private versus public institutions. . Journal of Marketing for Higher Education , 8 : 69 – 87 .
- Assael , H. 1992 . Consumer behavior and marketing action. , Boston, MA : PWS-Kent Publishing Company. .
- Barnes , L. and Bozman , C. 1993 . 145 – 152 . The right fit: Identifying prospective students based on preferred college attributes. Proceedings from the Symposium for the Marketing of Higher Education–
- Bean , J. and Hossler , D. 1990 . The strategic management of college enrollments. , San Francisco, CA : Jossey-Bass. .
- Berger , K. and Wallingford , H. 1996 . Developing advertising and promotional strategies for higher education. . Journal of Marketing for Higher Education , 7 : 61 – 72 .
- Bingham , F. 1996 . An enrollment marketing plan for institutions of higher learning. . Journal of Marketing for Higher Education , 7 : 43 – 56 .
- Bowen , W. and Rudenstein , N. 1992 . In pursuit of the PHD. , Princeton, NJ : Princeton University Press. .
- Buckley , P. , Mahaffey , T. and Turner , R. 1996 . Educational choices of adult learners. . Journal of Marketing for Higher Education , 7 : 1 – 14 .
- Carver , R. , Lynch , J. and Virgo , J. 1996 . Quadrant analysis as a strategic planning technique in curriculum development and program marketing. . Journal of Marketing for Higher Education , 7 : 17 – 32 .
- Chapman , D. 1981 . A model of student college choice. . Journal of Higher Education , 52 : 490 – 503 .
- Chapman , R. 1993 . 129 – 136 . College search information sources: How do high school seniors and their parents learn about college? Proceedings from the Symposium for the Marketing of Higher Education–
- Engell , J. and Blackwell , R. 1982 . Consumer behavior. , Chicago, IL : The Dryden Press. .
- Greenlee , T. and Rosen , D. 1995 . 221 – 233 . Business program recruiting strategies and the college choice process. Proceedings from the Symposium for the Marketing of Higher Education–
- Howard , J. 1989 . Consumer behavior in marketing strategy. , Englewood Cliffs, NJ : Prentice Hall. .
- Isaac , S. and Michael , S. 1990 . Handbook in research and evaluation. , San Diego, CA : Edits Publishers. .
- Kellaris , J. and Kellaris , W. Jr. 1988 . An exploration of the factors influencing student's college choice decision at a small private college . College and University , 63 : 187 – 197 .
- Richardson , L. and Stacy , E. 1993 . Key attributes affecting students applications to MBA programs: public vs. private institutions. . Journal of Marketing for Higher Education , 4 : 235 – 250 .
- Stevenson , J. , Wasmer , D. and Williams , J. 1997 . A reconceptualizing of the marketing mix: Using the 4Cs to improve marketing planning in higher education. . Journal of Marketing for Higher Education , 8 : 29 – 36 .