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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

Targeting a New Customer Segment: Marketing of Higher Education Through Athletics


Author(s): Robert E. Wright

Citation: Robert E. Wright, (2017) "Targeting a New Customer Segment: Marketing of Higher Education Through Athletics," Journal of Applied Business and Economics, Vol. 19, Iss.6,  pp. 106-110

Article Type: Research paper

Publisher: North American Business Press

Abstract:

While major colleges and universities may have little trouble recruiting students due to vast alumni networks, national name recognition, and frequent publicity, smaller colleges and universities may face a more challenging recruiting environment. Targeting a new customer segment, that of student athletes, may be one possible solution to enhancing revenues. This paper discusses the issues involved in pursuing such a strategy.