John A. Schibrowsky

The Interdependence of the Factors Influencing the Perceived Quality of the Online Learning Experience: A Causal Model:

A structural model of the drivers of online education is proposed and tested. The findings help to identify the interrelated nature of the lectures delivered via technology outside of the traditional classroom, the importance of mentoring, the need to develop course structure, the changing roles for instructors and students, and the importance of designing and delivering course content on the enhancement of the online learning experience. The results support an integrated, building-block approach for developing successful online programs and courses.

Virtual Communities and the Assessment of Online Marketing Education

Online education has created a “virtual community” learning environment. Effective assessment of this new learning environment is paramount to providing quality education and may provide insights to effective management of virtual communities in the business world. A model of online education effectiveness is proposed and then empirically investigated. Dimensions included in this model are student-to-student interactions, student-to-instructor interactions, instructor support and mentoring, information delivery technology, course content, and course structure. Measures of these dimensions were then analyzed and found to be significant predictors of the variance in students’ evaluations of the global effectiveness of the online educational experience.

Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies. These strategies should then employ the new media to generate interaction with customers. We term this approach ‘Interactive IMC’. In this article we propose and illustrate an interactive IMC process model.

The state of internet marketing research

Purpose – The purpose of this study is to examine the internet marketing literature to determine how internet marketing research has evolved in terms of quantity, content, and publication outlets. In addition, the paper identifies important trends in the internet marketing literature and provides a view of the research gaps and expected topical areas of interest.Design/methodology/approach – A content analysis was performed on approximately 1,400 internet‐related marketing articles identified by searching the ABI/INFORM database. A total of 902 peer‐reviewed internet marketing articles appearing in nearly 80 different journals were identified. The study revealed that 60 percent of the internet research had been published in the last three years. The three most researched internet marketing areas were consumer behavior, internet strategy, and internet communications. The topics with the highest growth over the past two years were research issues and consumer search. Over the past 15 years, 14 articles appe...

A Professional School Approach to Marketing Education

With many business schools paying lip service to the concept of professional training, this article attempts to provide some direction for moving from an academic or liberal-arts-oriented marketing department to a professional marketing program. The transformation to a professional school perspective can be facilitated by marketing programs examining other professional schools to identify how these programs differ from their current programs. A professional school approach to marketing education meets the needs of both students and employers while providing the department with a comparative advantage as the business education environment becomes more competitive and challenging.

A BUSINESS MARKETING STRATEGY APPLIED TO STUDENT RETENTION: A HIGHER EDUCATION INITIATIVE

Relationship marketing, a concept that focuses on attracting, maintaining, and building business relationships, has enhanced the profitability of businesses. The core of the relationship marketing approach in business is that resources are directed toward strengthening ties to existing customers on the proven premise that maintaining existing customers is less costly than is attracting new ones. Relationship marketing models have been developed in a wide range of settings and evidence exists suggesting that it is a successful approach. This article explores the concept of adapting the business relationship marketing framework to the challenges of college student retention. The student retention and relationships marketing literatures are reviewed and parallels are drawn. The relationship marketing model presents a different way of viewing student retention, provides a different perspective on retention strategies, and provides an economic justification for implementing retention programs. Retaining students in post secondary programs has been a national concern for decades (Braxton, 2000). However, doing so remains a challenge (Habley & McClanahan, 2004; Maldonado, Rhoads, & Buenavista, 2005). Improving student retention is a worthwhile goal for a variety of individual, social, and economic reasons (Institute for Higher Education Policy, 2005; Schuh, 2005; Tinto, 1993). And, while not everyone will be comfortable applying concepts from business to an issue in education, adapting the customer retention model to student retention is appropriate given the emphasis both place on quality of services. We include a formula for determining the economic benefits to the institution of retaining students.

The Journal of Marketing Education: Past, Present, and Future

The Journal of Marketing Education (JME) was launched almost 35 years ago. In this invited article, we review JME’s long and distinguished history. For historical perspective, we will lean heavily on the words of JME editors (including special issue editors); this focus adds context for the past and helps project the future. As a descriptive tool, we highlight key trends as they emerged over the years, and we offer a categorization rubric for simplifying cross-era comparisons. We also spotlight the most active authors over the years, note JME outstanding articles of the year, and highlight the most frequently cited articles. In presenting this historical review, we first discuss the methodology used for creating categorical areas and then present the findings for each of the four eras. We then provide an overview of each area and cross-era trend assessment. And finally, we conclude with future research directions.

Interactive psychographics: Cross-selling in the banking industry

ABSTRACT This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies. Interactive psychographics is the process of identifying psychographic-based segments, profiling the segments, matching individuals to the resulting segments, and developing actionable relationship strategies that best match the psychological and purchasing needs of each customer.

Leveraging Customer Information to Develop Sequential Communication Strategies:: A case study of charitable-giving behavior

ABSTRACT In this paper we develop a comprehensive model hat integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the overall impact on interactive relationships. We investigate the sequential or multi-staged nateure of the relationship building process and how these stages impact relationship loyalty. By doing so, longitudinal communication strategies can be developed that help move prospects through the decision process, culminating in long-term loyalty to the organization and/or social cause. Marketing as a discipline has long been criticized for its focus on enhancing corporate rather than consumer welfare. Our model is constructed and tested in a university/alumni giving setting.

Technology adoption by small businesses: An exploratory study of the interrelationships of owner and environmental factors

An integrative small business adoption of a technology model, which incorporates consumer and organizational behavior theories, is developed and tested to explore the direct and indirect impacts of owner and environmental factors on information technology adoption. Through structural equations modeling we present and test a conceptual framework that examines the interrelationships between owner-related characteristics and perceptions, and environmental-related constructs to predict the adoption of information technology by small retailers. The results indicate that all the tested variables affect the adoption of technology by small businesses directly and/or indirectly through mediating variables. The study advances the literature by creating a small business technology adoption model (SBTAM) that highlights the importance of examining interrelationships between the independent variables. The results have significant implications pertaining to organizations interested in marketing technological innovations to retailers and for small retailers that use this technology.