Relationship marketing on the Internet: the case of top- and lower-ranked US universities and colleges

Klassen, Michael L.

doi:10.1016/s0969-6989(01)00028-5

Cited by 62 publications

(58 citation statements)

References 4 publications

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“…Gibbs (2002) suggests that higher education marketing has to be viewed from a model of collaborative relationships. Other researchers have argued that a relationship marketing approach best fits institutions of higher education (Helgesen, 2008;Klassen, 2002) particularly when regarded from an ethical point of view (Gibbs & Murphy, 2009). For the higher education institutions relationship marketing means building and maintaining a relationship of value exchanges between the institution and the three main customer groups: alumni, current students and future students.…”

Section: Higher Education and Marketingmentioning

confidence: 99%

Higher Education Marketing

Constantinides¹,

Stagno

2012

International Journal of Technology and Educational Marketing

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The importance of the internet as commercial platform is by now universally recognized and increasingly businesses adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet 2 applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study aiming to identify the role and importance of the social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. Next to this the study identifies and describes three market segments among future students based on their use of the social media.

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Section: Higher Education and Marketingmentioning

confidence: 99%

Higher Education Marketing

Constantinides¹,

Stagno

2012

International Journal of Technology and Educational Marketing

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“…There is an established literature on marketing of higher education (cf. Hemsley-Brown and Oplatka 2006) that can be divided into papers that focus on marketing communications (Klassen 2002;Mortimer 1997), marketing models (Mazzarol 1998), and strategic marketing including segmentation (Balwin and James 2000;Reindfleisch 2003), market planning (Maringe and Foskett 2002), positioning (Gray et al 2003) and finally, branding. Branding, however, is dominated by a focus on external aspects of branding rather than in-depth studies in specific organizations.…”

Section: Branding Academiamentioning

confidence: 99%

Defining the essence of a university: lessons from higher education branding

2008

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Branding is a phenomenon that has become increasingly common in higher education over the last few years. It entails defining the essence of what a university ''is'', what it ''stands for'', and what it is going to be known for, requiring precision and consistency in the formulations as well as internal commitment to the brand. This article details what happened in the process of defining the essence of a regional university in Northern Norway. Addressing the challenges, the article reveals that the notions of consistency, precision, and commitment generated resistance from faculty members and made the process very difficult to fulfill. An important finding is that a university may be too complex to be encapsulated by one brand or identity definition. The article describes this process, explains the reasons for the difficulties, and discusses some implications for higher education branding.

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“…They also reported that larger firms and those that serve international markets were significantly more sophisticated in their use of the Internet. Klassen (2002) utilized Kotler's (2000) five-level model of relationship marketing to evaluate the websites of top and lower ranked universities. The researcher stated that the websites of the top ranked universities were better developed to create and improve relationships with their students, but concluded that few university websites had reached the "partnership level" of relationship marketing.…”

Section: E-relationship Marketing On the Webmentioning

confidence: 99%

“…In the context of web-based relationship marketing, the original model by Kotler et al requires necessary modifications. Modified from the original model, Klassen (2002) used a similar model to examine relationship marketing on the Internet in an academic setting by a selected group of US universities and colleges. In a more general and commercial setting, we suggest the following "five levels" for the web-based e-relationship marketing:…”

Section: Operational Frameworkmentioning

confidence: 99%