Some commentators condemn the proprietary education industry for spending more on marketing than public and private not-for-profit (traditional) schools. Ultimately, this argument is founded on the premise that traditional and proprietary schools should expend similar quantities and types of resources in marketing. But should we expect similar marketing expenditures from all colleges and universities?
This paper compares marketing expenditures at public, private, and proprietary colleges and universities. The findings reveal specific and unique student motivations that demand different higher education marketing approaches.
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