Today's colleges and universities may tolerate the "idea" of marketing more easily, but marketers must continue to educate campus communities about marketing theories and practice. To promote a useful appreciation of how theories translate into initiatives, we propose incorporating "marketing maps"-user-friendly graphic representations of how…

Addresses a critical aspect of enrollment management by providing a "conceptual training outline" based on relationship marketing and management principles for admissions recruiters and other appropriate enrollment staff. Provides a set of "Attitude Tools" to suggest how various training methods might benefit from a consistent underlying…