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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Marketing Orientations and Higher Education:

Applications and Implications

Author(s): Robert E. Wright

Citation: Robert E. Wright, (2012) "Marketing Orientations and Higher Education:

Applications and Implications," Journal of Applied Business and Economics, Vol. 13, Iss. 5, pp. 53-57

Article Type: Research paper

Publisher: North American Business Press

Abstract:

State supported colleges and universities must increasingly rely on their own sources of funding from

students, in the form of tuition and fees. A key factor in the success of colleges and universities is the

extent to which they can acquire new students in an efficient manner, and the ability to retain students.

Student acquisition and retention is significantly impacted by a college or university’s marketing

orientation. This paper explores the differing marketing orientations colleges and universities might

follow, and the application of such orientations, as well as the implications for the overall marketing

strategy of the college or university.