The purpose of this study was to examine and analyze the effect marketing mix elements which include product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6), physical evidence (X7). overall (simultaneous) on student's decision choose Bogor Unity IBI campus. This uses primary data through a survey 97 active Unit students in even semester 2019/2020 academic year. collected...

The relevance of transactional and relational marketing variables in relational exchanges is now well established in the marketing literature. However, the knowledge about their relative effectiveness and their optimal mix over time remains very sparse. An analytical model is proposed to help determine optimal decision rules for transactional and relational marketing efforts. Some of the main r...