Effective Alumni Marketing Research: Theory Put to Use or, Practicing What We Preach

Robert C. Greene and Peter K. Weldon

Journal of Marketing for Higher Education, 1996, vol. 7, issue 1, 85-97

Abstract: Solid marketing research which adheres to the tenants of the scientific principle is seldom put into practice in the field. Here a major Atlantic Canadian University developed a sound research program. This article reports the results of the initial phase through which the alumni association and the university are already reaping benefits.

Date: 1996
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:7:y:1996:i:1:p:85-97

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DOI: 10.1300/J050v07n01_07

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