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

Year 2012, Volume: 7 Issue: 1, 106 - 116, 01.06.2012

Sümeyye Kusakcı Kutluk Özgüven

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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