Using College Web Sites for Student Recruitment: A Relationship Marketing Study

Bart Kittle and Diane Ciba

Journal of Marketing for Higher Education, 2001, vol. 11, issue 3, 17-37

Abstract: This random sample, three-year study examines the home pages of four-year colleges and universities on the World Wide Web. Using a five-level relationship marketing model, Web page content was analyzed focusing on pre-transaction student recruitment strategies in three content areas: applications, faculty, and tours. Descriptive and statistical results indicate increasing amounts of interactivity and two-way communication from 1997 to 1999.

Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:11:y:2001:i:3:p:17-37

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DOI: 10.1300/J050v11n03_02

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Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

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