{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,10]],"date-time":"2026-06-10T16:08:55Z","timestamp":1781107735426,"version":"3.54.1"},"reference-count":40,"publisher":"IGI Global Scientific Publishing","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2011,1,1]]},"abstract":"<p>Today, recent business marketing approaches that depend upon market analysis and planning have stimulated the growth of marketing firms that offer sophisticated quantitative market analyses in order to identify an organization\u2019s potential and current customers and their needs. This analysis contrasts educational service provider to enrollment outcomes at two nonprofit higher education institutions. The authors\u2019 data indicates securing educational marketing services may be a costly approach in order to attract and keep customers or students.<\/p>","DOI":"10.4018\/ijtem.2011010105","type":"journal-article","created":{"date-parts":[[2011,10,20]],"date-time":"2011-10-20T10:40:26Z","timestamp":1319107226000},"page":"60-66","source":"Crossref","is-referenced-by-count":1,"title":["Business Lessons for Higher Education Marketing"],"prefix":"10.4018","volume":"1","author":[{"given":"Ruth Gannon","family":"Cook","sequence":"first","affiliation":[{"name":"DePaul University School for New Learning, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kathryn","family":"Ley","sequence":"additional","affiliation":[{"name":"University of Houston Clear-Lake, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"ijtem.2011010105-0","doi-asserted-by":"publisher","DOI":"10.1108\/09513540810875653"},{"key":"ijtem.2011010105-1","author":"R.Briggs","year":"2006","journal-title":"What sticks"},{"issue":"4","key":"ijtem.2011010105-2","first-page":"23","article-title":"In Vogue: How Valencia Community College used a high-fashion marketing campaign to sharpen its image.","volume":"78","author":"C.Campagnuolo","year":"2008","journal-title":"Community College Journal"},{"key":"ijtem.2011010105-3","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.hep.8300179"},{"key":"ijtem.2011010105-4","unstructured":"DeSantis, C. J. (2006a). Advanced emarketing: Tracking & metrics. Paper presented at the meeting of Sloan-C Conference, Orlando, FL."},{"key":"ijtem.2011010105-5","unstructured":"DeSantis, C. J. (2006b). Effective marketing of online degrees. Paper presented at the meeting of Sloan-C Conference, Orlando, FL."},{"key":"ijtem.2011010105-6","author":"P.Drucker","year":"2009","journal-title":"People and performance; the best of Peter Drucker on management"},{"key":"ijtem.2011010105-7","doi-asserted-by":"publisher","DOI":"10.1108\/09684880710723025"},{"key":"ijtem.2011010105-8","unstructured":"Eliance, Inc. (2009). Marketing and e-solutions. Retrieved December 11, 2009, from http:\/\/www.eliance.co.za\/"},{"key":"ijtem.2011010105-9","unstructured":"Farrell, E. (2006, July 24). Admission officers look to marketing specialists for solutions to common challenges. Chronicle of Higher Education. Retrieved December 11, 2009, from http:\/\/chronicle.com\/daily\/2006\/07\/2006072403n.htm"},{"key":"ijtem.2011010105-10","author":"G. R.Foxall","year":"2010","journal-title":"Interpreting consumer choice"},{"key":"ijtem.2011010105-11","article-title":"Educational marketing: Coming down from the cloud using landing gear","author":"R.Gannon-Cook","journal-title":"Marketing online education programs: Frameworks for promotion and communication"},{"issue":"2","key":"ijtem.2011010105-12","article-title":"Marketing a blended university program.","volume":"11","author":"R.Gannon-Cook","year":"2008","journal-title":"Online Journal of Distance Learning Administration"},{"issue":"5","key":"ijtem.2011010105-13","first-page":"40","article-title":"What would Madison Avenue do? Marketing to teens.","volume":"54","author":"A.Goodstein","year":"2008","journal-title":"School Library Journal"},{"key":"ijtem.2011010105-14","doi-asserted-by":"publisher","DOI":"10.1300\/J054v05n04_04"},{"key":"ijtem.2011010105-15","unstructured":"Hartman, K. (2005). Drexel University launches third podcast of four-part series \u2013 How to compare and select an online college degree program. In PRWeb 2005. Retrieved January 1, 2010, from http:\/\/www.prweb.com\/printer.php?prid=305871"},{"key":"ijtem.2011010105-16","author":"J. G.Haworth","year":"1997","journal-title":"Emblems of quality in higher education"},{"key":"ijtem.2011010105-17","unstructured":"Hergert, M. (2003). Lessons learned from launching an online MBA program. Online Journal of Distance Learning Administration, 6(4). Retrieved December 29, 2009, from http:\/\/www.westga.edu\/~distance\/ojdla\/winter64\/hergert64"},{"key":"ijtem.2011010105-18","doi-asserted-by":"crossref","unstructured":"Ho, H., & Hung, C.-C. (n.d.). Marketing mix formulation for higher education: An integrated analysis employing analytic hierarchy process, cluster analysis and correspondence analysis. International Journal of Educational Managemet, 22(4), 328-340.","DOI":"10.1108\/09513540810875662"},{"key":"ijtem.2011010105-19","author":"S. M.Johnstone","year":"2002","journal-title":"Student learning as academic currency"},{"key":"ijtem.2011010105-20","first-page":"10","article-title":"The impact of instruction understanding on satisfaction and switching intentions. Journal of Consumer Satisfaction","volume":"16","author":"M. A.Jones","year":"2003","journal-title":"Dissatisfaction and Complaining Behavior"},{"key":"ijtem.2011010105-21","doi-asserted-by":"crossref","unstructured":"Kabadayi, S., Eyuboglu, N., & Thomas, G. (2007). The performance implications of designing multiple channels to fit with strategy and environment. Journal of Marketing, 71, 195-211. Retrieved December 11, 2009, from http:\/\/aux.zicklin.baruch.cuny.edu\/eyuboglu\/Kabadayi-Eyuboglu-Thomas-JM-2008-10-26506759.pdf","DOI":"10.1509\/jmkg.71.4.195"},{"key":"ijtem.2011010105-22","unstructured":"Kautz, J., III, & Rayburn, K. (2006, April). The value of first impressions. College Planning & \u2028Management, 10-13."},{"key":"ijtem.2011010105-23","article-title":"Marketing a blended university program: An action research case study","author":"K.Ley","journal-title":"Handbook of Research on Transformative Online Education and Liberation: Models for Social Equality"},{"key":"ijtem.2011010105-24","author":"N.Martin","year":"2008","journal-title":"Habit: The 95% of behavior marketers ignore"},{"issue":"4","key":"ijtem.2011010105-25","first-page":"36","article-title":"The Commitment-Trust Theory of Relationship Marketing.","volume":"58","author":"R.Morgan","year":"1994","journal-title":"Journal of Marketing"},{"key":"ijtem.2011010105-26","year":"2008","journal-title":"A profile of higher education enrollment data in the United States"},{"key":"ijtem.2011010105-27","doi-asserted-by":"publisher","DOI":"10.1080\/03098770802638226"},{"key":"ijtem.2011010105-28","unstructured":"Noel-Levitz. (2009).The Noel-Levitz report on recruitment trends: 2009 student recruitment practices and strategies at four-year and two-year institutions. Retrieved November 10, 2009, from https:\/\/www.noellevitz.com\/NR\/rdonlyres\/C6B5DC90-92FB-46CF-81D8-8655D1D6E5D7\/0\/StudentRecruitmentPracticesandStrategies09.pdf"},{"key":"ijtem.2011010105-29","doi-asserted-by":"publisher","DOI":"10.1080\/13600800701745077"},{"issue":"9","key":"ijtem.2011010105-30","first-page":"37","article-title":"Marketing schools for survival.","volume":"72","author":"R.Padgett","year":"2007","journal-title":"Education Digest: Essential Readings Condensed for Quick Review"},{"key":"ijtem.2011010105-31","unstructured":"Pickar, G., & Wheatley, C. (2009). Laying the groundwork for success: Market viability and institutional readiness. Presentation made at the Economics of Online Learning Seminar Series sponsored by Sloan-C Consortium in Orlando, FL."},{"key":"ijtem.2011010105-32","unstructured":"Shaik, N. (2005). Marketing distance learning programs and courses: A relationship marketing strategy. Online Journal of Distance Learning Administration, 8(2). Retrieved October 4, 2009, from http:\/\/www.westga.edu\/~distance\/ojdla\/summer82\/shaik82.pdf"},{"key":"ijtem.2011010105-33","doi-asserted-by":"crossref","unstructured":"Shaw, E., & Tamilia, R. (2001). Robert Bartels and the history of marketing thought. Journal of macromarketing, 21(2), 156-163.","DOI":"10.1177\/0276146701212006"},{"key":"ijtem.2011010105-34","author":"B. F.Skinner","year":"1974","journal-title":"About behaviorism"},{"key":"ijtem.2011010105-35","unstructured":"Stahle, P., & Celano, M. (2009). Industry-best marketing tactics for online programs. Presentation made at the Economics of Online Learning Seminar Series sponsored by Sloan-C Consortium, Sloan-C Conference, Orlando, FL."},{"key":"ijtem.2011010105-36","doi-asserted-by":"publisher","DOI":"10.1177\/0273475308318071"},{"key":"ijtem.2011010105-37","author":"E.Vockell","year":"1995","journal-title":"Educational research"},{"key":"ijtem.2011010105-38","author":"Y.Yang","year":"2006","journal-title":"The online customer: New data mining and marketing approaches"},{"issue":"2","key":"ijtem.2011010105-39","first-page":"28","article-title":"Mass appeal.","volume":"78","author":"P.Zastrow","year":"2007","journal-title":"Community College Journal"}],"container-title":["International Journal of Technology and Educational Marketing"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=52080","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T19:23:48Z","timestamp":1654111428000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/ijtem.2011010105"}},"subtitle":[""],"short-title":[],"issued":{"date-parts":[[2011,1,1]]},"references-count":40,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2011,1]]}},"URL":"https:\/\/doi.org\/10.4018\/ijtem.2011010105","relation":{},"ISSN":["2155-5605","2155-5613"],"issn-type":[{"value":"2155-5605","type":"print"},{"value":"2155-5613","type":"electronic"}],"subject":[],"published":{"date-parts":[[2011,1,1]]}}}