Wardley, Leslie J.; Bélanger, Charles H.; Leonard, … - In: Journal of Marketing for Higher Education 23 (2013) 1, pp. 90-112
Currently, 18--21-year-olds account for 60% of university students; mature students represent 40%. Attrition (dropping out) can be related to discordance between a student's perception of the university created through branding and marketing of the institution and the university's actual...