Image Gap Analysis: A Pilot Study

Robert E. Stevens, William E. Warren, David L. Loudon and Paul Dunn

Journal of Marketing for Higher Education, 1996, vol. 7, issue 3, 95-102

Abstract: This paper reports the results of an image study conducted by a college of business among business people in the service area of the university. A mail survey of 2000 businesses was randomly selected using a commercial mailing list. Results reveal the current image and provide guidance for defining a desired image and, subsequently, preparing a marketing program that will communicate that image.

Date: 1996
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:7:y:1996:i:3:p:95-102

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DOI: 10.1300/J050v07n03_07

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