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Selected Works of Oscar T McKnight Ph.D.
Popular Press
The Unification of Marketing and Assessment in Higher Education: A Model
Marketing Management Association Proceedings (1998)
  • Oscar T McKnight, Ashland University
  • Ronald Paugh, Ashland University
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Abstract

A marketing assessment model that includes university outcome measures is presented. The model incorporates consumer expectations theory and marketing strategy. Findings indicate that student expectations vary among the undergraduate population. Marketing implications for student recruitment and retention efforts are offered

Disciplines
Publication Date
1998
Citation Information
Oscar T McKnight and Ronald Paugh. "The Unification of Marketing and Assessment in Higher Education: A Model" Marketing Management Association Proceedings (1998)
Available at: http://works.bepress.com/oscar_mcknight/25/