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JOURNAL OF APPLIED BUSINESS AND ECONOMICS
Targeting a New Customer Segment: Marketing of Higher Education Through Athletics
Author(s): Robert E. Wright
Citation: Robert E. Wright, (2017) "Targeting a New Customer Segment: Marketing of Higher Education Through Athletics," Journal of Applied Business and Economics, Vol. 19, Iss.6, pp. 106-110
Article Type: Research paper
Publisher: North American Business Press
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.
