本研究從高等教育行銷的特質出發， 依文獻中指出大學行銷具有的特質再就各領域的相關文獻探討， 並找出相對應於各項特質，大學應能採取的行銷作為，經實證結果顯示各項特質大多得到證實。 因素分析的結果，可將大學行銷的特性歸納為社會使命╱專業人士因素、 顧客成熟度因素、不可分離性因素、功能品質因素、信任品質因素、無形性因素等六項。 除了在信任品質因素未得到證實外， 實證顯示大學行銷具有本研究所提出的特性。 將受訪樣本依學校別計算績效得分與行銷作為得分，發現行銷作為得分較高者， 該校的學生之品牌忠誠度得分愈高，口碑溝通頻率高，口碑愈佳， 再將樣本依行銷作為得分的高低分成兩群，比較其在績效上的得分，也得到統計上的顯著差異水準， 顯示本研究提出的行銷作為的確與行銷績效有顯著的相關。

金耀基，大學之理念，台北:時報文化出版企業有限公司，民78
洪順庭，邱創棟，理念行銷的分類與策略，管理評論，台北:國立政治大學企業管理研究所出版，民80
洪順慶，蕭富峰，企業管理在職教育之服務品質探討，第四屆全國管理教育研討會，民81
洪順慶，王俊如，高等教育行銷的本質與管理教育行銷，第五屆全國管理教育研討會，民82
胡其忠，企研所認知、偏好、選擇過程之研究，國立中山大學企業管理研究所未出版碩士論文，民75 。
許士軍，轉型中的我國大學及管理教育，台北:地球出版社，民81
黃再德，行銷觀念應用於大學科系招生之研究，國立中山大學企業管理研究所未出版碩士論文，民74
天下雜誌，企業最愛那個大學的畢業生? 143 期，民82
英文部分
Aaker, David A., Managing Brand Equity, N. Y. The Free
Press, 1991.
Assael, Henry, Consumer Behavior and Marketing Action, Boston
Massachusetts : PWS-KENT Publishing Company, 1992.
Berry, Leonard, Big Ideas In Services Marketing, The Journal of
Services Marketing, Vol.1 No.1, Summer 1987: 5-9.
Berry, Leonard L. and A. Parasuraman, Marketing Services:
Competing Through Quality, N. Y. : The Free Press, 1991.
Brown, Stephen W. and Teresa A. Swartz, A Gap Analysis of
Professional Service Quality, Journal of Marketing, 1989 :
92-98.
Cronin, Jr.,J. Joseph & Steven A. Taylor, Measuring Service
Quality: A Reexamination and Extension, Journal of Marketing,
July 1992 : 55-68.
Engel, James F., Roger D. Blackwell and Paul W. Miniard, Consumer
Behavior, Orlando: The Dryden Press, 1990.
Gronroos, Christian, A Service Quality Model and its Marketing
Implications, European Journal of Marketing, Vol.18 No.4,
1984 : 36-44.
Gronroos, Christian, Defining Marketing : A Market-Oriented
Approach, European Journal of Marketing, Vo1.23 No.1, 1989
: 52-60.
Gummesson, Evert, Marketing-Orientation Revisited : The Crucial
Role of the Part-Time Marketer, European Journal of Marketing,
Vo1.25 No.2, 1991 : 60-75.
Hill, C. Jeanne and Sue E. Neeley, Differences In The Consumer
Decision Process for Professional vs. Generic Services, The
Journal of Services Marketing, Vol.2 No.1, 1988 : 17-23.
Holley, Graham J., James E. Lynch, and Jenny Shepherd, The
Marketing Concept : Putting the Theory intoPractice, European
Journal of Marketing, Vo1.24 No.9, 1990 : 7-23.
Houston, Franklin S., The Marketing Concept: What It Is and
What It Is Not, Journal of Marketing, April 1986 : 81-87.
Houston, Franklin S. & Jule B. Gassenheimer, Marketing and
Exchange, Journal of Marketing, Vol.51, 1987 : 3-18.
Kohli, Ajay K. and Bernard J. Jaworski, Market Orientation
The Construct, Research Propositions, and Managerial Implications,
Journal of Marketing, April 1990 : 1-18.
Kotler, Philip, Marketing Management: Analysis, Planning, Implementation,
and Control, 7th Edition, New Jersey: Prentice-Hall, 1991.
Kotler, Philip, and Karen F. A. Fox, Strategic Marketing for
Educational Institutions, New Jersey: Prentice-Hall, 1985.
Kotler, Philip, and Eduardo L. Roberto, Social Marketing:
Strategies for Changing Public Behavior, New York: The
Free Press, 1989.
Kotler, Plilip, and Alan R. Andreasen, Strategic Marketing for
Nonprofit Organications, New Jersey: Prentice-Hall, 1987.
Litten, Larry H., Educational Essentials and the Marketing of
Higher Education, Marketing of Services, Proceedings Series
of American Marketing Association, 1981 : 134-137.
Morgan, Neil A., Implementing Marketing : Key Issues for Professional
Service Firms, Journal of Professional Services
Marketing, Vol.6(1) 1990 : 7-16.
Parasurman, A.,Valarie A. Zethamal, and Leonard L. Berry, A
Conceptual Model of Service Quality and Its Implications for
Future Research, Journal of Marketing, 1985 : 41-50.
Piercy, Nigel and Neil Morgan, Internal Marketing-The Missing
Half of the Marketing Programme, Long Rang Planning,
Vo1.24 No.2, 1991 : 82-93.
Rouse, Ruby A., Understanding Service Marketing: A Theoretical
Analysis of Professional-Client Exchanges, Journal of Professional
Services Marketing, Vol.8(1) 1991 : 17-43.
Shapiro, Benson P., Marketing for Nonprofit Organizations, Harvard
Business Review, September-October 1973 : 123-132.
Shaprio, Benson P., What the Hell Is 'Market Oriented' ?, Harvard
Business Review, November-December 1988 : 119-125.
Stewart, Karen L., Applying a Marketing Orientation to a Higher
Education Setting, Journal of Professional Services Marketing,
Vo1.7(2), 1991 : 117-124.
Stone, Marilyn A. and Sandy Thomson, How Far Can Marketing
be Applied Within the Further Education Sector ?, The
Quarterly Review of Marketing, Autumn 1987 : 16-19.
Tansuhaj, Patriya, Donna Randall and Jim McCullough, A SerVIces
Marketing Management Model: Integrating Internal
and External Marketing Functions, The Journal of Services
Marketing, Vol.2 No.1, 1988 : 31-38.
Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman,
Communicationand Control Processes in the Delivery of
Service Quality, Journal of Marketing, 1988 : 35-48.