Journal ArticleDOI
Selling the Invisible, a Field Guide to Modern Marketing
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This article is published in Journal of Consumer Marketing.The article was published on 1998-02-01. It has received 28 citations till now. The article focuses on the topics: Field (Bourdieu).read more
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Developing Markets for Certified Wood Products: Greening the Supply Chain for Construction Materials
TL;DR: In this paper, the authors present an approach to identifying products with high potential for marketing as certified wood products and make recommendations for expanding markets for green building materials, including green furniture.
Journal ArticleDOI
Using “Relationship Marketing” Theory to Develop a Training Model for Admissions Recruiters
James F. Gyure,Susan G. Arnold +1 more
TL;DR: In this paper, a conceptual training outline based on relationship marketing and management principles for admissions recruiters and other appropriate enrollment staff is provided to suggest how various training methods might benefit from a consistent underlying theoretical construct.
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Positioning e-Learning Graduate Certificate Programs: Niche Marketing in Higher Education
TL;DR: The authors conducted a content analysis of 43 higher education e-learning certificate program websites to determine how they use those sites to market themselves and found that both U.S. and international institutions marketing an elearning graduate certificate program are clear and explicit about who they are, what they are offering, and what target audience they are seeking to reach.
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Journal ArticleDOI
Using “Relationship Marketing” Theory to Develop a Training Model for Admissions Recruiters
James F. Gyure,Susan G. Arnold +1 more
TL;DR: In this paper, a conceptual training outline based on relationship marketing and management principles for admissions recruiters and other appropriate enrollment staff is provided to suggest how various training methods might benefit from a consistent underlying theoretical construct.
Journal ArticleDOI
Positioning e-Learning Graduate Certificate Programs: Niche Marketing in Higher Education
TL;DR: The authors conducted a content analysis of 43 higher education e-learning certificate program websites to determine how they use those sites to market themselves and found that both U.S. and international institutions marketing an elearning graduate certificate program are clear and explicit about who they are, what they are offering, and what target audience they are seeking to reach.
Journal ArticleDOI
A Comparison of the Effects of the First Impression and the Last Impression in a Selling Context
TL;DR: A plethora of studies in psychology, communication and advertising indicate that the first and last phases of an event are predominant in customer evaluations as mentioned in this paper, and many practitioners also argue that th...