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

Yıl 2012, Cilt: 7 Sayı: 1, 106 - 116, 01.06.2012

Sümeyye Kusakcı Kutluk Özgüven

Öz

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.

Anahtar Kelimeler

Permission Marketing, Higher Education, Marketing

Kaynakça

• Bitar, R, W, McKnight, O, Paugh, R, (2000), Mass Customization and Permission Marketing: An Exploratory Study of Application In Higher Education, Marketing Management Association Proceedings, pp (81-86).
• Brey, E, T, So, S, Kim, D, Morrison, A, M, (2007), Web-based permission marketing: Segmentation for the lodging industry, Tourism Management, 28, pp (1408–1416).
• Brondmo, H,P, (2000), The Engaged Customer: The New Rules of Internet Direct Marketing, Harper Collins E- Books.
• Godin, S, (2000), Unleashing the Ideavirus, Do You Zoom, Inc.
• Godin, S, (1999), Permission Marketing: Turning Strangers into Friends and Friends into Customers, Simon & Schuster, USA.
• Hayes, T, (2007), Delphi study of the future of marketing of higher education, Journal of Business Research, 60, pp (927– 931).
• Krishnamurthy; S, (2001), A Comprehensive Analysis of Permission Marketing, Journal of Computer-Mediated Communication, 6(2), (accessed on 22.06.2010), http://jcmc.indiana.edu/vol6/issue2/krishnamurthy.html
• MacPherson, K, (2001), Permission-based E-mail marketing that works, Dearborn Financial Publishing, Inc., USA.
• Marinova, A, Murphy, J, Massey, B, L, (2002), Permission E-mail Marketing as a Means of Targeted Promotion, Cornell Hotel and Restaurant Administration Quarterly, Cornell University, pp (61-69).
• Tezinde, T, Smith, B, Murphy, J, (2002), Getting Permission: Exploring Factors Affecting Permission Marketing, Journal of Interactive Marketing, Volume 16, Number 4, Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.