OBJECTIVE This study seeks to establish whether meaningful subgroups exist within a 14-16 year old adolescent population and if these segments respond differently to the Game On: Know Alcohol (GOKA) intervention, a school-based alcohol social marketing program. METHODOLOGY This study is part of a larger cluster randomized controlled evaluation of the GOKA program implemented in 14 schools in ...

The technological revolution of the past two decades has changed communication in contemporary higher education settings. Consequently, there is now a wide gulf between the unlimited use of technology and higher education, particularly with respect to digital communications and the rapid increase in the use of social media in instructional applications. Technology offers college students an arr...

the key objective of this research is to test the effect of trust based on cognition and affection aspect, regard to 3 main issues as psychological differences, sale manager's marketing experience and sale manager's education level on perceived relationship effectiveness, dysfunctional conflict and functional conflict. the methodology based on descriptive researches and main tool for ...

Recently, more and more German universities have decided to pursue an active marketing strategy for student recruitment. Given the fact that the target group of these marketing efforts, i.e. potential students, belong to the generation of so-called „digital natives‟, it seems indisputable that the integration of social media channels in academic marketing campaigns is indispensable. German inst...

Vol. XLVIII (February 2011), 72 –86 *Baohong Sun is Carnegie Bosch Professor of Marketing, Tepper School of Business, Carnegie Mellon University (e-mail: [email protected]). Shibo Li is Assistant Professor of Marketing, Kelley School of Business, Indiana University (e-mail: [email protected]). The authors thank participants at marketing seminars at New York University, the Wharton School at t...

Higher education has never truly recognized the importance of garnering the resources of alumni by expending university efforts in developing, controlling, and maintaining relationships with alumni. The purpose of this research is to tackle the long-term relationship marketing question. Drawing on the social marketing and relationship marketing literature, the authors propose and empirically te...

Through this descriptive qualitative study of institutional advertisements aired on television during the 2006–2007 college football bowl season, I sought to understand the messages communicated by colleges and universities to external audiences. The findings demonstrate the focus on selling the private benefits of higher education and call into question the effectiveness of university marketin...