Wasmer, D. J.; Bruner, Gordon C. - In: Journal of Marketing for Higher Education 9 (1998) 2, pp. 93-105
<title>ABSTRACT</title> Colleges appear to be more eager and willing than ever to adopt a market orientation given declining enrollments and the downsizing that many are experiencing. Yet, the factors which foster and produce a market orientation have not been well defined in previous research. This study...
