Internationalising the Student Experience - Applying Relationship Marketing to UK Business Schools in order to overcome Psychic Distance: The case of a French/UK Relationship

Tony Conway

Manchester Metropolitan University Business School

Professor Tony Conway has published extensively in the field of Services Marketing/International Marketing and he has a specific interest in education. He has held posts in Universities for over 30 years and is currently at Manchester Metropolitan University

Abstract

Business Schools, when working in the international as opposed to the domestic environment, may need to consider levels of psychic distance in the success of a relationship marketing strategy. The higher the level of psychic... [ view full abstract ]

Authors

  1. Jessica Lichy (IDRAC Research, IDRAC Business School)
  2. Tony Conway (Manchester Metropolitan University Business School)

Topic Area

International Marketing Track: Click here for the International Marketing track

Session

PT7-IM3 » International Marketing (15:30 - Wednesday, 8th July)

Paper

AoM_2015_-_JL___TC_-_psychic_distance.pdf

Presentation Files

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