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Alumni Participation: An Investigation Using Relationship Marketing Principles, Lisa Ann Kelleher

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study investigated in what ways alumni relations officers use relationship marketing principles, concepts, and bonding levels to strengthen the ties between alumni and their alma maters. Alumni programs and services at select high intensive research institutions of higher education were explored and an explanation was offered for how using relationship marketing in alumni relations might be beneficial. A literature synthesis, drawn from an extensive examination, evaluation, and interpretation of alumni relations and relationship marketing literature, helped to inform this exploratory study. Using a qualitative method of study, data was gathered through interviews with senior alumni relations officers, by observing …