Akcije

Strategic Management
kako citirati ovaj članak
podeli ovaj članak

Metrika

  • citati u SCIndeksu: [2]
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:17
  • preuzimanja u poslednjih 30 dana:13

Sadržaj

članak: 1 od 1  
2018, vol. 23, br. 4, str. 26-31
The use of e-mail marketing in accordance with permission marketing approach in promotion of a study program
(naslov ne postoji na srpskom)
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica

e-adresadjokicn@ef.uns.ac.rs
Sažetak
(ne postoji na srpskom)
The use of e-mails for promotion has been in place for decades. A large number of e-mails received by consumers and potential consumers are not requested by them and in most cases do not provide adequate value for them. In that sense, the permission marketing approach brings in multiple novelties. The sender of the promotional message strives at all stages of the relationship with potential and current consumers to obtain permission to communicate with them and to communicate the appropriate value. Within these phases - attract, convert, close and delight - e-mail marketing takes a significant place. The use of this approach is possible and desirable when higher education institutions are concerned as well. In this paper, several goals are set. First of all, it points to the specific features of permission marketing, the phases of its implementation, and various instruments that are adequate for applications in different phases. Thereafter, general recommendations for the promotion of higher education institutions in accordance with that approach, with special emphasis on email marketing, are provided. Finally, an example of promotion with using the e-mail and referring to the selected study program of the domestic higher education institution, precisely in accordance with the permission marketing approach, was presented.
Reference
Bernazzani, S. (2018) The ultimate guide to customer delight. Hubspot, Retrieved March 8, 2018 from:
Hubspot (2018) From stranger to student: A marketer's guide to increasing applications with early stage conversions. Retrieved March 14, 2018 from Hubspot:
Krishnamurthy, S. (2006) A Comprehensive Analysis of Permission Marketing. Journal of Computer-Mediated Communication, 6(2): 0-0
Nicholson, J. (2016) Email marketing for schools: Taking your prospects from inbox to enrollment. Hubspot, Retrieved March 14, 2018 from: https://offers.hubspot.com/email-marketing-forschools?ga=2.145562487.255679655.1521115777-517378288.1503172187
Opreana, A., Vinerean, S. (2015) A New Development in Online Marketing: Introducing Digital Inbound Marketing. Expert Journal of Marketing, 3 (1); 29-34
Seth, G. (1999) Permission marketing: Turning strangers into friends and friends into customers. New York: Simon & Schuster
Shukla, T. (2010) Factors Affecting ‘Internet Marketing' Campaigns with Reference to Viral and Permission Marketing. IUP Journal of Management Research, 9 (1); 26-37
Tezinde, T., Smith, B., Murphy, J. (2002) Getting permission: Exploring factors affecting permission marketing. Journal of Interactive Marketing, 16(4): 28-36
 

O članku

jezik rada: engleski
vrsta rada: neklasifikovan
DOI: 10.5937/StraMan1804026G
objavljen u SCIndeksu: 28.12.2018.

Povezani članci

Nema povezanih članaka