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

Authors

  • Robert E. Wright University of Illinois at Springfield

Keywords:

Business, Economics, Finance, Marketing, Higher Education

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.

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Published

2017-10-01

How to Cite

Wright, R. E. (2017). Targeting a New Customer Segment: Marketing of Higher Education Through Athletics. Journal of Applied Business and Economics, 19(6). Retrieved from https://mail.articlegateway.com/index.php/JABE/article/view/736

Issue

Section

Articles