@article{lixandru2022university,
  title = {University Marketing using the  Howard-Sheth Paradigm},
  author = {Ion-Dănuț Lixandru},
  year = 2022,
  url = {https://ibimapublishing.com/articles/JELHE/2022/915166/},
  journal = {Journal of e-Learning and Higher Education},
  volume = 2022,
  pages = 13,
  doi = 10.5171/2022.915166,
  abstract = {A fundamental premise for understanding and forecasting the functioning of a system, modeling is a method that aids in the development of any phenomena, without question. Marketing modeling is a concept that is seldom utilized in university marketing. Any organization's marketing activity necessitates the use of this technique since specific occurrences must be precisely identified. Good judgments and effective tactics are directly connected to the modeling process, which is straightforward to grasp. Using the Howard-Sheth behavior model, this article examines the degree to which university products may be used to recruit students. An examination of the most significant behavioral elements that influence the acquisition choice is presented in this article. It was determined that this approach could be applied by creating a decision tree, subjecting it to a sensitivity analysis and correlating the most influential elements to notice differences among respondents. As a consequence of the analysis, a new element was added to the model.},
  keywords = {Marketing, University Marketing, Marketing Models, Consumer Behavior},
  note = Article ID: 915166
}