Journal of Marketing for Higher Education

1996 - 2024

Current editor(s): Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

From Taylor & Francis Journals
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Volume 13, issue 1-2, 2003

Key Elements of a Successful Drive Toward Marketing Strategy Making pp. 1-15

Cynthia W. Cann and Marie A. George

A, B, CD, DVD: Marketing Higher Education to the Millennial Generation pp. 17-31

Lee F. Furbeck, Marc L. Harding, Darin R. Wohlgemuth and David R. Bousquet

Building a Better Applicant Pool--A Case Study of the Use of Predictive Modeling and Market Segmentation to Build and Enroll Better Pools of Students pp. 33-55

Bart Herridge and Robert Heil

Planning and Implementing Institutional Image and Promoting Academic Programs in Higher Education pp. 57-75

Rubeena Çetin

Marketing Maps: Illustrating How Marketing Works pp. 77-86

James F. Gyure and Susan G. Arnold

An Update on the Use of Ranks in Calibrating and Marketing Higher Education pp. 87-99

Stewart Page and Ken Cramer

Perceived Risk in College Selection: Differences in Evaluative Criteria Used by Students and Parents pp. 101-125

Jacquelyn Warwick and Phylis M. Mansfield

Encouraging Future Helping Behaviors: The Role of Student-Faculty Relationships in Higher Education Marketing pp. 127-157

Dennis B. Arnett, C. Michael Wittmann and Bennie J. Wilson

Looking East--Looking West: Exploring the Views of Hong Kong University Students About Traditional Chinese Cultural Values in Terms of the Delivery of Foreign Programs pp. 159-177

Mike Willis

Alumni Perceptions of a Move to NCAA Division IA Football Membership pp. 179-197

Donald P. Roy, Susan K. Harmon and Timothy R. Graeff

Volume 12, issue 2, 2002

An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy pp. 1-14

Frank G. Bingham, Charles J. Quigley and Keith B. Murray

The Collegiate Student Orientation Scale (CSOS): Application of the Marketing Concept to Higher Education pp. 15-34

Dennis N. Bristow and Kenneth C. Schneider

Strategy Development for Incumbent Urban Universities: Moving Forward in an Increasingly Competitive Environment pp. 35-47

Kirk Smith

Impact of Internet Images: Impression-Formation Effects of University Web Site Images pp. 49-68

Srividya Ramasubramanian, James F. Gyure and Nasreen M. Mursi

Choice-Based Segmentation As an Enrollment Management Tool pp. 69-83

Mark R. Young

Volume 12, issue 1, 2002

Attitudes About Marketing in Higher Education: An Exploratory Study pp. 1-14

John M. McGrath

The Current State of Marketing Activity Among Higher Education Institutions pp. 15-29

Cynthia M. Newman

A Comparison of Two-Year and Four-Year Adult Students: Motivations to Attend College and the Importance of Choice Criteria pp. 31-48

Greg M. Broekemier

Determinants of Awareness, Consideration, and Choice Set Size in University Choice pp. 49-75

Philip L. Dawes and Jennifer Brown

Volume 11, issue 4, 2001

Factors That Predict Academic Reputation Don't Always Predict Desire to Attend pp. 1-18

Michael J. Conard and Maureen A. Conard

A Response to “Beyond the Mission Statement: Alternative Futures for Today's Universities” pp. 19-27

Frank G. Bingham, Charles J. Quigley and Keith B. Murray

Price Elasticity of Per-Credit-Hour Tuition Charges and the Effects on Four-Year Graduation Rates pp. 29-49

Carol W. DeMoranville and Paula Bogott O'Donnell

Comparing Two Survey Research Approaches: E-Mail and Web-Based Technology versus Traditional Mail pp. 51-66

Colleen M. Howes and Mark R. Mailloux

Volume 11, issue 3, 2001

A Profile of Today's Distance Learners: An Investigation of Demographic and Individual Difference Variables of Distance and Non-Distance Learners pp. 1-16

Gary Latanich, Sarath A. Nonis and Gail I. Hudson

Using College Web Sites for Student Recruitment: A Relationship Marketing Study pp. 17-37

Bart Kittle and Diane Ciba

An Identification of the Marketing Implications of the Various Forms of Market Entry for Foreign Universities Seeking to Enter the Hong Kong Higher Education Market pp. 39-64

Mike Willis

Strategic Alliances Between Chinese and Foreign Universities: Was a Staggered Form of Entry Used? pp. 65-84

Mike Willis

Volume 11, issue 2, 2001

Exploring the Decision Process of School Leavers' and 'Mature Students' in University Choice pp. 1-20

Debra Harker, Peter Slade and Michael Harker

A Process for Developing Regional Business School—Business Community Relationships pp. 21-37

John W. Henke, Eileen Peacock and Kenneth M. York

Gender Effects on the Major Selection Process—A Five-Year Study: Implications for Marketing Business Programs of Small Private Colleges to Women pp. 39-60

Eric Kolhede

Country Image and Expectations Toward International Programs in Business Administration Among Thai Students pp. 61-89

Krairoek Pinkaeo and Mark Speece

Characterizing the Decision Process Leading to Enrollment in Master's Programs: Further Application of the Enrollment Process Model pp. 91-107

Gregory Stiber

Volume 11, issue 1, 2000

The Student Is Not the Customer—An Alternative Perspective pp. 1-19

Darlene Bay and Harold Daniel

Marketing Executive MBA Programs: A Comparison of Student and Sponsoring Organization Decision Considerations pp. 21-38

Ann E. Carrel and Denise D. Schoenbachler

Segmenting Markets in Urban Higher Education: Community- Versus Campus-Centered Students pp. 39-61

Thomas A. Klein, Patsy F. Scott and Joseph L. Clark

Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities pp. 63-72

Matthew D. Shank, Margaret H. Winchell and Margaret Myers

The Identification, Application and Use of Four Distinct Levels of Sino-Foreign Cooperation in the State Higher Education Sector pp. 73-95

Mike Willis

Volume 10, issue 4, 2000

Key Factors Influencing Student Satisfaction Related to Recruitment and Retention pp. 1-11

Kevin M. Elliott and Margaret A. Healy

Means-End Theory: Getting the Service Customers's Attention pp. 13-33

Deborah E. Rosen and Timothy B. Greenlee

Using “Relationship Marketing” Theory to Develop a Training Model for Admissions Recruiters pp. 35-49

James F. Gyure and Susan G. Arnold

The Expected Monetary Value of a Student: A Model and Example pp. 51-62

Ronald Hoverstad, Ray Sylvester and Kevin E. Voss

Beyond the Mission Statement: Alternative Futures for Today's Universities pp. 63-82

Donna S. Finley, Gayla Rogers and John R. Galloway

Volume 10, issue 3, 2000

An Examination of Students' Perceptions of Service Quality in Higher Education pp. 1-20

Michael D. Clemes, Lucie K. Ozanne and Lam Tram

University Experiences, the Student-College Relationship, and Alumni Support pp. 21-44

James H. McAlexander and Harold F. Koenig

The Role of Advising in Non-Returning Students' Perceptions of Their University pp. 45-59

Mark Peterson, Judy A. Wagner and Charles W. Lamb

Improve Your Marketing Results by Asking Peter F. Drucker's “Five Most Important Questions” pp. 61-76

Constance Rossum and Geoffrey Baum

Brand as Relevance pp. 77-97

Robert A. Sevier

Volume 10, issue 2, 2000

Evaluating Belief Strength and Consistency in the Assessment of University Image pp. 1-9

James A. Karrh

Lots of Fun, Not Much Work, and No Hassles: Marketing Images of Higher Education pp. 11-26

Michael L. Klassen

MBA Marketing Curriculum for the 21st Century pp. 27-38

Kenneth Saban, Conway Lackman, John Lanasa and David Burns

Critical Success Factors in the Marketing of an Educational Institution: A Comparison of Institutional and Student Perspectives pp. 39-57

Tim Mazzarol, Geoffrey N. Soutar and Vicky Thein

Ranking of Canadian Universities: A New Marketing Tool pp. 59-69

Stewart Page

Volume 10, issue 1, 1999

Technology Fees Can Be Used to Improve Marketing Strategies in Public Urban Universities pp. 1-12

James Wetzel, Dennis O'Toole and Michael W. Little

Characterizing the Decision Process Leading to Enrollment in Doctoral Programs: Theory, Application, and Practice pp. 13-26

Gregory F. Stiber

A Scale for Measuring Student Perceptions of Quality: An Australian Asian Perspective pp. 27-41

Terry Gatfield

At the Intersection of Demand Creation and Demand Fulfillment: Which Schools Are Getting There First and Why pp. 43-53

Michael Klassen and Eric Sitzman