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Marketing Segmentation of Students Willing to Study Abroad based on Cluster Analysis
Abstract:Market segmentation is one of the most fundamental strategic marketing concepts. The better the segment which is chosen for targeting by a particular organisation, the more successful the organisation is assumed to be in the marketplace. Also higher education institutions have to improve their marketing tools for attracting foreign students, particularly when demanding tuition fees. This contribution aims at demonstrating the proper usage of the cluster analysis for segmentation (represented by students' willingness to study abroad) and also, based on large international survey, offers some practical marketing implications.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1079252Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1743
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