Do You See What I See? The Marketing Lens Model in an Academic Setting

Dennis N. Bristow

Journal of Marketing for Higher Education, 1998, vol. 8, issue 4, 1-16

Abstract: The current study presents the findings of the initial application of the Marketing Lens Model in an academic setting. Empirical testing revealed that various stakeholder groups-students and faculty members-exhibited significantly different derived importance for individual product attributes used to judge the overall quality of the educational product. Further, important differences existed between stakeholder groups' quality ratings of key attributes of the educational product. Implications for administrators and researchers are presented.

Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:8:y:1998:i:4:p:1-16

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DOI: 10.1300/J050v08n04_01

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