Comments about “Marketing in the New Millennium: Motivational Differences Between Traditional and Non-Traditional Christian Business Students"

  • David L. Skinner


Distinguishing between the motivations of traditional and non-traditional students is crucial to the marketing of a college that tries to serve both. For Christian colleges, the task takes on an additional dimension. The Andrews, Roller, and Baker (ARB) study is a significant and useful attempt to distinguish motivations. Its results will need to be replicated and expanded in
order to be generalized, but they are in agreement with the anecdotal evidence I have observed over 20-some years of teaching both groups.
Dialogue III