Direct and database marketing and customer relationship management in recruiting students for higher education

Alan Tapp · Keith Hicks · Merlin Stone

38 citations0/0 files storedInternational Journal of Nonprofit and Voluntary Sector Marketing

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Abstract

Abstract Marketing in higher education is changing. There is a need to be on the one hand ever more cost‐effective and on the other more socially responsible in recruiting applicants. Most university faculties have to deal in very competitive sectors in order to attract applicants. In this paper the authors analyse the results of a recent study of the customer database belonging to the University of the West of England. It is concluded that direct and database marketing has distinct potential in attracting more students cost‐effectively, and improving the precision and control with which the whole recruitment process is managed. Copyright © 2004 Henry Stewart Publications

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References

2000Marketing management: analysis. planning. implementation and control 1983Emerging perspectives on services marketing 1996Relationship marketing: strategic and tactical implications 1995Advances in relationship marketing 1999The Utility of the Relationship Metaphor in Consumer Markets: A Critical Evaluation 1998Principles of Direct And Database Marketing

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