Engagement Marketing: the Future of Relationship Marketing in Higher Education
Engagement Marketing: the Future of Relationship Marketing in Higher Education

Summary/Abstract: The purpose of this paper is to identify suitable, low-cost and profitable marketing approaches that are appropriate to be implemented in higher education institutions, effective programs, which can be translated into better and long-term relationships, higher profits and student retention. Specifically, this paper posits the idea that higher education institutions are in need of marketing programmes that are based on strong relationships with loyal customers, which will help them cope with the changing environment, and better face the challenges and threats that it presents along the way. The authors outline the importance of a relationship based marketing orientation in higher education institutions, and anticipate a completely new approach for the Romanian higher educational system, pointed out through a shift and a development in relationship marketing, towards the new marketing era: engagement marketing. Implications for higher education institutions‘ stakeholders are discussed, and avenues for further research offered.

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