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ERIC Number: EJ908247
Record Type: Journal
Publication Date: 2010-Jul
Pages: 18
Abstractor: As Provided
ISSN: ISSN-0884-1241
Customer Prioritization in Higher Education: Targeting "Right" Students for Long-Term Profitability
Harrison-Walker, L. Jean
Journal of Marketing for Higher Education, v20 n2 p191-208 Jul 2010
As competition for students, faculty and financial support has increased, so has the application of marketing in the field of higher education. One critical application of marketing all too often neglected, misunderstood and mismanaged in higher education is targeting customers for profitability. The purpose of this paper is to enrich the marketing practices of academic institutions as they face increasing competition for students, faculty and funding by presenting a discussion of "right," "at-risk right" and "wrong" customers for higher education. This paper reviews marketing paradigms as they have evolved over time, explains the concepts of right, at-risk right and wrong customers as they apply to higher education and identifies managerial implications critical to today's higher education administrators.
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A