2016 | OriginalPaper | Buchkapitel
Culture, Generational Membership and Perceptions of Educational Excellence: Counterintuitive Implications for Marketing Education across Cultures
verfasst von : Ann Mitsis, Patrick Foley
Erschienen in: Cultural Perspectives in a Global Marketplace
Verlag: Springer International Publishing
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Universities are increasingly teaching and marketing to students from diverse cultural backgrounds, which have implications for teaching marketing and the marketing of education. This study explored whether business students’ culturally-anchored values have a greater affect on educational excellence than their demographic characteristics, and this was supported.