Marketing a U.S. university to international students: Which approach is best - Standardization, adaptation, or contingency? An investigation of consumer needs in seven countries

Journal of Marketing for Higher Education

Volumn 16, Issue 1, 2006, Pages 1-24

  Shah, Abhay ^a   Laino, Heidi ^a  

^a Malik and Seeme Hasan School of Business   (United States)

Author keywords

Adaptation; Consumer expectations; Consumer perceptions of service quality; Contingency; Standardization

Indexed keywords

EID: 33750151606     PISSN: 08841241     EISSN: 15407144     Source Type: Journal    
DOI: 10.1300/J050v16n01_01     Document Type: Article

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