Work

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

Year: 2004

Type: article

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

Source: International Journal of Nonprofit and Voluntary Sector Marketing

DOI: 10.1002/nvsm.258

Authors: Alan Tapp, Keith Hicks, Merlin Stone

Institution: University of the West of England

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: green

OpenAlex ID: W2018519282

FWCI: 4.961

Cites: 7

Cited by: 38

Related to: 10