ERIC Number: EJ532714
Record Type: Journal
Publication Date: 1996
Effective Alumni Marketing Research: Theory Put to Use or, Practicing What We Preach.
Greene, Robert C., Jr.; Weldon, Peter K.
Journal of Marketing for Higher Education, v7 n1 p85-97 1996
A telephone survey of 328 graduates of a major Canadian university strongly supports continuation of the alumni newspaper, and found that: features are popular with specific subgroups; willingness to pay for the publication shows support for the paper but not a subscription fee; paid advertisements are acceptable; the university is popular in specific regions; and women alumni are extremely supportive. (MSE)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Canada