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RESOURCES
FOR HIGHER
EDUCATION
Newsletters:
In This Issue Current Issue Archives
December 2006
Parents as a Target Market in College Admissions
By Brian A. Vander Schee, Ph.D., University of Pittsburgh-Bradford
Much of the work in the field of marketing higher education is focused on institutional marketing geared towards high school students. But are these efforts targeting the right market? Are high school students actually making the decision regarding their college choice, or are there other significant players involved in the process?
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