Direct and database marketing and customer relationship management in recruiting students for higher education
✍ Scribed by Alan Tapp; Keith Hicks; Merlin Stone
- Publisher
- John Wiley and Sons
- Year
- 2004
- Tongue
- English
- Weight
- 216 KB
- Volume
- 9
- Category
- Article
- ISSN
- 1465-4520
- DOI
- 10.1002/nvsm.258
No coin nor oath required. For personal study only.
✦ Synopsis
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