2002
DOI: 10.1016/s0969-6989(01)00028-5
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Relationship marketing on the Internet: the case of top- and lower-ranked US universities and colleges

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Cited by 63 publications
(58 citation statements)
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“…Gibbs (2002) suggests that higher education marketing has to be viewed from a model of collaborative relationships. Other researchers have argued that a relationship marketing approach best fits institutions of higher education (Helgesen, 2008;Klassen, 2002) particularly when regarded from an ethical point of view (Gibbs & Murphy, 2009). For the higher education institutions relationship marketing means building and maintaining a relationship of value exchanges between the institution and the three main customer groups: alumni, current students and future students.…”
Section: Higher Education and Marketingmentioning
confidence: 99%
“…Gibbs (2002) suggests that higher education marketing has to be viewed from a model of collaborative relationships. Other researchers have argued that a relationship marketing approach best fits institutions of higher education (Helgesen, 2008;Klassen, 2002) particularly when regarded from an ethical point of view (Gibbs & Murphy, 2009). For the higher education institutions relationship marketing means building and maintaining a relationship of value exchanges between the institution and the three main customer groups: alumni, current students and future students.…”
Section: Higher Education and Marketingmentioning
confidence: 99%
“…There is an established literature on marketing of higher education (cf. Hemsley-Brown and Oplatka 2006) that can be divided into papers that focus on marketing communications (Klassen 2002;Mortimer 1997), marketing models (Mazzarol 1998), and strategic marketing including segmentation (Balwin and James 2000;Reindfleisch 2003), market planning (Maringe and Foskett 2002), positioning (Gray et al 2003) and finally, branding. Branding, however, is dominated by a focus on external aspects of branding rather than in-depth studies in specific organizations.…”
Section: Branding Academiamentioning
confidence: 99%
“…They also reported that larger firms and those that serve international markets were significantly more sophisticated in their use of the Internet. Klassen (2002) utilized Kotler's (2000) five-level model of relationship marketing to evaluate the websites of top and lower ranked universities. The researcher stated that the websites of the top ranked universities were better developed to create and improve relationships with their students, but concluded that few university websites had reached the "partnership level" of relationship marketing.…”
Section: E-relationship Marketing On the Webmentioning
confidence: 99%
“…In the context of web-based relationship marketing, the original model by Kotler et al requires necessary modifications. Modified from the original model, Klassen (2002) used a similar model to examine relationship marketing on the Internet in an academic setting by a selected group of US universities and colleges. In a more general and commercial setting, we suggest the following "five levels" for the web-based e-relationship marketing:…”
Section: Operational Frameworkmentioning
confidence: 99%