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Hemsley-Brown, J and Oplatka, I (2010) Market orientation in universities: A comparative study of two national higher education systems International Journal of Educational Management, 24 (3). pp. 204-220.
Oplatka, I and Hemsley-Brown, J (2007) The incorporation of market orientation in the school culture: An essential aspect of school marketing International Journal of Educational Management, 21 (4). pp. 292-305.