KNOWLEDGE BASED APPROACHES TO MARKETING OF HIGHER EDUCATION IN THE EXAMPLE OF PERMISSION MARKETING

Abstract

Permission Marketing as a concept introduced and developed by Godin is offering the consumer an opportunity to volunteer to be marketed to. Permission marketing suggests an evolution of direct marketing, which is particularly used with e-mail. It combines databases of customers who agree to receive marketing messages with low-cost, customized e-mails that attempt to slice through advertising clutter, attract increased customer support, and change behavior. Although marketing practices may not be openly embraced in higher education, more colleges and universities are starting to appreciate marketing activities as an important enrollment management tool. According to a study conducted in 1999, education sector is number 7 among 23 product categories that are currently being promoted using permission marketing. The purpose of this project is to examine with a questionnaire the feasibility of using Permission Marketing in development of interactive marketing strategies for colleges and universities.

Keywords

• Permission Marketing,Higher Education,Marketing

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