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Hochschulen als Marken
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Der steigende Wettbewerb im deutschen Hochschulwesen fhrt dazu, dass immer mehr Hochschulen ber ein differenziertes Leistungsangebot eine profilierte Position in den Kpfen ihrer Zielgruppen anstreben. Im Fokus der Aktivitten stehen besonders potenzielle Studierende. Daraus ergibt sich die Frage, durch welche Leistungscharakteristika deren Entscheidung ber ihre knftige Studieninstitution beeinflusst werden kann, um Bewerberzahlen und Bewerberqualitt von Hochschulen effektiv zu steigern. Gunther Greven beschftigt sich daher mit der Entwicklung und empirischen berprfung eines verhaltenstheoretischen Erklrungsansatzes des Hochschulwahlprozesses.
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