A, B, CD, DVD: Marketing Higher Education to the Millennial Generation

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

Journal of Marketing for Higher Education, 2003, vol. 13, issue 1-2, 17-31

Abstract: Based on compelling financial and strategic reasons, Iowa State University replaced its paper viewbook with a CD-ROM digital viewbook following the Fall 1998 recruiting cycle. The first interactive DVD viewbook debuted for the Fall 2003 recruiting cycle, following a qualitative research study designed to gauge the effectiveness of the medium.

Date: 2003
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DOI: 10.1300/J050v13n01_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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