763
Views
9
CrossRef citations to date
0
Altmetric
Original Articles

Understanding MBA Consumer Needs and the Development of Marketing Strategy

, , , , &
Pages 143-158 | Received 06 Sep 2004, Accepted 24 Jan 2006, Published online: 08 Sep 2008

REFERENCES

  • Ashar , Hanna and Lane , Maureen . 1996 . Focus Groups Help to Focus the Marketing Strategy . Journal of Marketing For Higher Education , 7 ( 2 ) : 33 – 41 .
  • Bisoux , Tricia . 2003 . The Zen of B-School Branding . BizEd , 3 ( 1 ) Nov/Dec2003, p. 24
  • Blackwell , Roger Paul Miniard and Engel , James . 2001 . Consumer Behavior , Fort Worth, TX : Harcourt College Publishers. .
  • Cann , Cynthia W. and George , Marie A. 2004 . Key Elements of a Successful Drive Toward Marketing Strategy Making . Journal of Marketing for Higher Education , 13 ( 1–2 ) : 1 – 15 .
  • Chapman , Randall . 1998 . MBA Quality Signals . Journal of Marketing for Higher Education , 8 ( 4 ) : 29 – 48 .
  • Chiu , Randy and Stembridge , Allen . 1999 . How Do Full-Time Employees Select Part-Time MBA Programs in Hong Kong? . S.A.M. Advanced Management Journal , 64 ( 2 ) : 1 – 6 .
  • Dawes , Philip and Brown , Jennifer . 2005 . The Composition of Consideration and Choice Sets in Undergraduate University Choice: An Exploratory Study . Journal of Marketing for Higher Education , 14 ( 2 ) : 37 – 59 .
  • Deshpande , Rohit . 1983 . ‘Paradigms Lost:’ On Theory and Method in Research in Marketing . Journal of Marketing , 47 ( Fall ) : 101 – 110 .
  • Dichter , Ernest . 1964 . Handbook of Consumer Motivations: The Psychology of Consumption , New York : McGraw-Hill. .
  • Dubas , Khalid Waqar Ghani , Davis , Stanles and Strong , James . 1998 . Evaluating Market Orientation of an Executive MBA Program . Journal of Marketing for Higher Education , 8 ( 4 ) : 49 – 59 .
  • Elliot , Kevin and Healy , Margaret . 2001 . Key Factors Influencing Student Satisfaction Related to Recruitment and Retention . Journal of Marketing Higher Education , 10 ( 4 ) : 1 – 11 .
  • Goldgehn , Leslie and Kane , Kathleen . 1997 . Repositioning the MBA: Issues and Implications . Journal of Marketing for Higher Education , 8 ( 1 ) : 15 – 24 .
  • Hancock , LynNell and McCormick , John . 1996 . What to Chop? . Newsweek , April 19 : 59 – 67 .
  • Holbrook , Morris and Hirschman , Elizabeth . 1982 . The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun . Journal of Consumer Research , : 132 – 140 . 9 September
  • Hycner , R. H. 1985 . Some guidelines for the phenomenological analysis of interview data . Human Studies , 8 : 279 – 303 .
  • Maslow , Abraham H. 1987 . Motivation and Personality, , 3rd ed. , New York : Harper & Row. .
  • Merritt , Jennifer . 2005 . “MBA Applicants are MIA,” Business Week , 18 April
  • Nicholls , John John Harris , Morgan , Eleanor , Clarke , Ken and Sims , David . 1995 . Marketing Higher Education: The MBA Experience . International Journal of Educational Management , 9 ( 2 ) : 31 – 38 .
  • O'Hara , Bradley , Cudd , Mike and King , John . 1996 . The MBA Program: A Restructured Product for Today's Market . Journal of Marketing for Higher Education , 7 ( 4 ) : 1 – 19 .
  • Rosen , Deborah James Curran and Greenlee , Timothy . 1998 . College Choice in a Brand Elimination Framework: The High School Perspective . Journal of Marketing for Higher Education , 8 ( 3 ) : 73 – 92 .
  • Shuster , Claire Paul Constantino and Klein , Noreen . 1989 . The Process for Choosing Institutions of Higher Learning . Journal of Marketing for Higher Education , 1 ( 2 ) : 37 – 54 .
  • Spreng , Richard Scott Mac and Olshawskiy , Richrd . 1996 . A Reexamination of the Determinants of Consumer Satisfaction . Journal of Marketing , 3 July : 15 – 32 .
  • Stiber , Gregory . 2001 . Characterizing the Decision Process Leading to Enrollment in Master's Program: Further Application of the Enrollment Process Model . Journal of Marketing for Higher Education , 11 ( 2 ) : 91
  • Thompson , Charles William Locander and Pollio , Howard . 1989 . Putting Consumer Experience Back into Consumer Research. . Journal of Consumer Research , 16 : 133 – 146 .
  • Wasmer , D. J. , Williams , James and Stevenson , Julie . 1997 . A Reconceptualization of the Marketing Mix: Using the 4 C's to Improve Marketing Planning in Higher Education . Journal of Marketing for Higher Education , 8 ( 2 ) : 29 – 35 .
  • Wasmer , D. J. and Bruner , Gordon . 1999 . The Antecedents of the Market Orientation in Higher Education . Journal of Marketing for Higher Education , 9 ( 2 ) : 93

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.