Using “Relationship Marketing” Theory to Develop a Training Model for Admissions Recruiters

<title>ABSTRACT</title> The concept of relationship marketing is a natural for use as a core theory in developing strategies for admissions recruiting and enrollment management. This paper addresses a critical aspect of enrollment management by providing a <italic>conceptual training outline</italic> based on relationship marketing and management principles for admissions recruiters and other appropriate enrollment staff. A set of “Attitude Tools” is provided to suggest how various training methods might benefit from a consistent underlying theoretical construct