Using “Relationship Marketing” Theory to Develop a Training Model for Admissions Recruiters

James F. Gyure and Susan G. Arnold

Journal of Marketing for Higher Education, 2000, vol. 10, issue 4, 35-49

Abstract: The concept of relationship marketing is a natural for use as a core theory in developing strategies for admissions recruiting and enrollment management. This paper addresses a critical aspect of enrollment management by providing a conceptual training outline based on relationship marketing and management principles for admissions recruiters and other appropriate enrollment staff. A set of “Attitude Tools” is provided to suggest how various training methods might benefit from a consistent underlying theoretical construct

Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:10:y:2000:i:4:p:35-49

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DOI: 10.1300/J050v10n04_03

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