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The university image: a model of overall image and stakeholder perspectives
(Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2018-11)
[EN] In order to further knowledge regarding the factors that have most influence on the university image, a measurement model was established in this research from the perspective of society and validated using covariance ...
The marketing orientation as a university management philosophy: a framework to guide its application
(Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2018-06-01)
[EN] The environment in which university institutions develop their activities has become more competitive over recent decades and market elements have been introduced into the sector. Accordingly, universities have shown ...