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Effects of Marketing Theories and Customer Relationship Management on Small Colleges

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  • 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
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    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.
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    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

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