<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...

<title>ABSTRACT</title> Today's colleges and universities may tolerate the <italic>idea</italic> of marketing more easily, but marketers must continue to educate campus communities about marketing theories and practice. To promote a useful appreciation of how theories translate into initiatives, we propose incorporating...</italic>