23
Views
0
CrossRef citations to date
0
Altmetric
Original Articles

Effective Alumni Marketing Research: Theory Put to Use or, Practicing What We Preach

&
Pages 85-97 | Published online: 12 Oct 2008

REFERENCES

  • Adams , Michael F. and Bumgardner , Lanry G. 1991 . "The Role of Public Relations in a Successful Fund-Raising Campaign." . Journal of Marketing for Higher Education , 3 ( 2 ) : 169 – 175 . –
  • Armstrong , Robert W. and Everett , James E. 1990 . "An Exploration of the Concept of Marketing Effectiveness in Higher Educational Institutions." . Journal of Marketing for Higher Education , 2 ( 2 ) : 23 – 30 . –
  • Allen , Bruce H. 1979 . Strategic Marketing for Higher Education Presented at the 1979 Annual Meeting of American Institute for Decision Sciences, November 19.
  • Baas , Jacob C. 1986 . "What You Seek is What You Get." . Currents , 12 ( 9 ) : 16 – 20 . October, pp. –
  • Berry , Leonard L. and Allen , Bruce H. 1977 . "Marketing's Crucial Role for Institutions of Higher Education." . Atlantic Economic Review , 24 ( 4 ) July-August.
  • Bingham , Frank G. 1988 . "Background and Practices Related to Educational Marketing Efforts." . Journal of Marketing for Higher Education , 1 ( 1 ) : 3 – 13 . –
  • Bingham , Frank G. 1989 . "Promotion: An Inseparable Part of the Marketing Effort." . Journal of Marketing for Higher Education , 1 ( 2 ) : 15 – 26 . –
  • Caren , William L. 1987 . "An Experimental Model for Market Penetration." . College and University , 62 ( 2 ) : 97 – 105 . Winter
  • Carpenter , Russell F. 1982 . "The Reunion Fund Revisited." . CASE-Currents , 8 ( 9 ) : 44 – 47 . Nov-Dec
  • Daniel , Carter A. 1980 . "The Myopic Marketers of Academe." . The Cronicle of Higher Education. , April 28.
  • Coe , Barbara J. and Welch , Joe . 1988 . "Opportunities and Problems in Marketing Programs." . College and University , 63 ( 3 ) : 273 – 283 . May
  • Dodds , Donald R. 1991 . "Dial for Members: The University of Illinois Puts Alumni Telemarketing to the Test." . Currents , 17 ( 3 ) : 38 – 40 . 42
  • Goetter , William G.J. 1986 . Reform and Marketing in Education Presented at the World Assembly of the International Council on Education for Teaching, 33rd. Kingston, Jamaica, July 2024, 1986.
  • Goldgehn , Leslie A. 1990 . "Are U.S. Colleges and Universities Applying Marketing Techniques Properly and Within the Context of an Overall Marketing Plan?." . Journal of Marketing for Higher Education , 3 ( 1 ) : 5 – 28 .
  • Hayes , Thomas J. 1989 . "Marketing Research in a Less Than Ideal World." . Journal of Marketing for Higher Education , 2 ( 1 ) : 133 – 136 .
  • Kotler , Philip and Levy , Sidney J. 1969 . "Broadening the Concept of Marketing." . Journal of Marketing , 33 : 10 – 15 . January
  • Kotler , Philip . 1976 . "Applying Marketing Theory to College Admissions." . A Role for Marketing in College Admissions. ,
  • McCoy , James S. and Allen , David A. Jr. 1991 . "A Guide to Effective Use of Alumni Student Recruitment." . Journal of Marketing for Higher Education , 3 ( 2 ) : 105 – 128 .
  • Melchiori , Gerlinda S. 1988 . "Selected References for Alumni Research." . New Directions for Institutional Research , 15 ( 4 ) : 89 – 94 . Winter
  • Schmidt , Sandra L. 1989 . "Marketing Higher Education: Past, Present and Future." . Journal of Marketing for Higher Education , 1 ( 2 ) : 3 – 13 .
  • Vicere , Albert A. 1988 . "Beyond a Lick and a Promise: Effective Marketing Communications for Higher Education." . Journal of Marketing for Higher Education , 1 ( 1 ) : 73 – 83 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.