Effective Alumni Marketing Research: Theory Put to Use or, Practicing What We Preach

Effective Alumni Marketing Research: Theory Put to Use or, Practicing What We Preach

Solid marketing research which adheres to the tenants of the scientific principle is seldom put into practice in the field. Here a major Atlantic Canadian University developed a sound research program. This article reports the results of the initial phase through which the alumni association and the...

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Veröffentlicht in:Journal of marketing for higher education 1996-06, Vol.7 (1), p.85-97
Hauptverfasser: Greene, Robert C., Weldon, Peter K.
Format: Artikel
Sprache:eng
Schlagworte:
Alumni
Alumni Associations
Canada
College Administration
Foreign Countries
Graduate Surveys
Higher Education
Institutional Research
Marketing
Program Effectiveness
School Publications
Universities
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Zusammenfassung:Solid marketing research which adheres to the tenants of the scientific principle is seldom put into practice in the field. Here a major Atlantic Canadian University developed a sound research program. This article reports the results of the initial phase through which the alumni association and the university are already reaping benefits.
ISSN:0884-1241
1540-7144
DOI:10.1300/J050v07n01_07