The Current State of Marketing Activity Among Higher Education Institutions

Cynthia M. Newman

Journal of Marketing for Higher Education, 2002, vol. 12, issue 1, 15-29

Abstract: This article presents the results of an empirical investigation of the current state of marketing, marketing research and planning practices at four-year higher education institutions in the United States. The current study builds upon previous studies by Blackburn (1979) and Goldgehn (1982 and 1989) that surveyed college and university admissions and enrollment management administrators concerning their use of several marketing techniques. The purposes of this article are to investigate whether the use and apparent understanding of marketing and its attendant activities by admissions and enrollment management administrators has changed over the last decade, and whether differences in practice exist among the various segments of higher education institutions.

Date: 2002
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:12:y:2002:i:1:p:15-29

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DOI: 10.1300/J050v12n01_02

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