Abstract
While the call has gone out for the application of marketing strategies in the college choice process, it is not clear that the student can be equated to the typical consumer. On the basis of past and primary research a descriptive theory of the college choice process is developed. Implications and future research areas are defined.
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© 2015 Academy of Marketing Science
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Seymour, D.T. (2015). The Selling of Education. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_82
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DOI: https://doi.org/10.1007/978-3-319-16946-0_82
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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