Popular Press
Channeling Buzz or Bucks? Ethical Implications for Marketing
Marketing Management Association Proceedings
(2006)
Abstract
Too often higher education officials equate successful enrollment management with determining the appropriate financial-aid package, assuming the student matriculates. However, there are competing theories as to why a student may be attracted to a particular college. Could it be the "buzz"? This study examines the relationship between buzz and bucks with respect to enrollment objectives. Research findings indicate that it is not an either-or proposition. Moreover, marketers are presented with an ethical responsibility to safeguard the public.
Keywords
- ethics,
- marketing,
- higher education
Disciplines
Publication Date
2006
Citation Information
Oscar T McKnight, Ronald Paugh and Vahn Knight. "Channeling Buzz or Bucks? Ethical Implications for Marketing" Marketing Management Association Proceedings (2006) Available at: http://works.bepress.com/oscar_mcknight/6/