IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v8y2016i4p94-116.html
   My bibliography  Save this article

Effects of Marketing Theories and Customer Relationship Management on Small Colleges

Author

Listed:
  • Melissa Martirano

Abstract

The purpose of this study is to examine the impact of marketing options on college selection, and of CRM tools on marketing efficiency. Five theories of marketing options and efficiency, including Customer Relationship Management, will undergird this study. The problem herein is that small colleges in particular must determine ways to market themselves, optimize use of technology, and increase enrollment in order to compete with other post-high school options. The purpose of this study is to examine the impact of marketing options on college selection, and CRM tools on marketing efficiency, using selected theories of marketing options and efficiency as theoretical framework. This study will be conducted utilizing qualitative methodology; information-gathering tools used will be interviews and questionnaires. Data interpretation will be through thematic analysis influenced by elements of transcendental phenomenology. The participants will be approximately 20 currents and former administrators/faculty from small colleges (fewer than 1000 students) from schools in the Mid-Atlantic region, and approximately 400 students enrolled in those schools. The administrators will be interviewed; the students will answer questionnaires. All inquiries are drawn from research questions that reflect the problem, purpose and theoretical framework of this study.

Suggested Citation

  • Melissa Martirano, 2016. "Effects of Marketing Theories and Customer Relationship Management on Small Colleges," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 94-116, August.
  • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:94-116
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/60321/33165
    Download Restriction: no

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/60321
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dong-Hong Zhu & Ya-Ping Chang, 2013. "Negative Publicity Effect of the Business Founder’s Unethical Behavior on Corporate Image: Evidence from China," Journal of Business Ethics, Springer, vol. 117(1), pages 111-121, September.
    2. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    3. Manuel Rodríguez-Díaz & Rosa Rodríguez-Díaz & Tomás F. Espino-Rodríguez, 2018. "Analysis of the Online Reputation Based on Customer Ratings of Lodgings in Tourism Destinations," Administrative Sciences, MDPI, vol. 8(3), pages 1-18, September.
    4. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    5. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    6. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    7. Becky R. Ford & Cynthia Stohl, 2019. "Does CSR Matter? A longitudinal analysis of product reviews for CSR-associated brands," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 60-70, January.
    8. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    9. Lucie Kvasničková Stanislavská & Ladislav Pilař & Klára Margarisová & Roman Kvasnička, 2020. "Corporate Social Responsibility and Social Media: Comparison between Developing and Developed Countries," Sustainability, MDPI, vol. 12(13), pages 1-19, June.
    10. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.
    11. Sanz-Blas, Silvia & Buzova, Daniela & Pérez-Ruiz, Pilar, 2021. "Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    12. Felbermayr, Armin & Nanopoulos, Alexandros, 2016. "The Role of Emotions for the Perceived Usefulness in Online Customer Reviews," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 60-76.
    13. Kawaf, Fatema & Istanbulluoglu, Doga, 2019. "Online fashion shopping paradox: The role of customer reviews and facebook marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 144-153.
    14. H. Kiran Kumar & B. R. Naveen & J. Savitha, 2022. "Business Factors Challenging SMEs for Adopting Cloud-Based Solutions," International Journal of Global Business and Competitiveness, Springer, vol. 17(2), pages 203-214, December.
    15. Widmar, Nicole Olynk & Bir, Courtney & Clifford, McKenna & Slipchenko, Natalya, 2020. "Social media sentimentas an additional performance measure? Examples from iconic theme park destinations," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    16. Vagianos Dimitrios & Koutsoupias Nikos, 2021. "Framing Coworking Spaces Marketing Strategies via Social Media Indices," Econometrics. Advances in Applied Data Analysis, Sciendo, vol. 25(2), pages 1-14, June.
    17. Raluca-Giorgiana (Popa) Chivu & Ionut-Claudiu Popa & Bianca Cristiana Voicu, 2022. "Analysis of the Trust Offered to Companies Based on the Number of Followers on Instagram," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 521-527, September.
    18. Ionica Oncioiu & Delia-Mioara Popescu & Elena Anghel & Anca-Gabriela Petrescu & Florentina-Raluca Bîlcan & Marius Petrescu, 2020. "Online Company Reputation—A Thorny Problem for Optimizing Corporate Sustainability," Sustainability, MDPI, vol. 12(14), pages 1-13, July.
    19. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    20. Lian Tang & Siti Zobidah Omar & Jusang Bolong & Julia Wirza Mohd Zawawi, 2021. "Social Media Use Among Young People in China: A Systematic Literature Review," SAGE Open, , vol. 11(2), pages 21582440211, May.

    More about this item

    Keywords

    small colleges; enrollment; consumer relationship management; marketing; social media;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:94-116. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.