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A study of perceived marketing messages in international higher education services marketing.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	A study of perceived marketing messages in international higher education services marketing./
Author:	Brandmeir, Chris L.
Description:	1 online resource (211 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 77-08(E), Section: A.
Subject:	Marketing. -
Online resource:	click for full text (PQDT)
ISBN:	9781339563206

A study of perceived marketing messages in international higher education services marketing.
Brandmeir, Chris L.

A study of perceived marketing messages in international higher education services marketing. - 1 online resource (211 pages)

Source: Dissertation Abstracts International, Volume: 77-08(E), Section: A.

Thesis (D.B.A.)--University of Phoenix, 2016.

Includes bibliographical references

This qualitative virtual ethnographic study of the perception of marketing messages in the marketing of higher education services uses Hofstede's cultural dimensions theory to understand how differences in culture may result in varying perceptions of higher education services marketing messages online. Despite the increase in services as a part of the world economy, higher education services marketing lacks a theoretical basis. This study draws attention to the need for such a theoretical base and also contributes to a better understanding of how culture can impact the perception of marketing messages in this area.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781339563206Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

A study of perceived marketing messages in international higher education services marketing.
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100 1 $a Brandmeir, Chris L. $3 1188733
245 1 2 $a A study of perceived marketing messages in international higher education services marketing.
264 0 $c 2016
300 $a 1 online resource (211 pages)
336 $a text $b txt $2 rdacontent
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500 $a Source: Dissertation Abstracts International, Volume: 77-08(E), Section: A.
500 $a Adviser: Meredith L. Ward.
502 $a Thesis (D.B.A.)--University of Phoenix, 2016.
504 $a Includes bibliographical references
520 $a This qualitative virtual ethnographic study of the perception of marketing messages in the marketing of higher education services uses Hofstede's cultural dimensions theory to understand how differences in culture may result in varying perceptions of higher education services marketing messages online. Despite the increase in services as a part of the world economy, higher education services marketing lacks a theoretical basis. This study draws attention to the need for such a theoretical base and also contributes to a better understanding of how culture can impact the perception of marketing messages in this area.
520 $a As the competition for more students increases among institutions and entire countries, a better theoretical understanding of marketing these services is vital to the success of those marketing efforts and institutions. Participants complete Hofstede's VSM and then respond to a college website, online, to two open-ended questions asking about the participant's perception of marketing messages conveyed by the website. A qualitative methodology is used in coding themes evident from the data. This study highlights the need for better understanding of the influence of cultural differences in the perception of marketing messages and the need to evaluate and portray the delivery of such messages in a way that serves both prospective students and the higher education institutions they consider attending. Recommendations are made for further research to fill this apparent gap in marketing theory for the marketing of international higher education services.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
650 4 $a Higher education administration. $3 1148709
650 4 $a Health education. $3 585977
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
690 $a 0446
690 $a 0680
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a University of Phoenix. $b Advanced Studies. $3 1148671
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10046258 $z click for full text (PQDT)