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Direct linkAckerman, Robert; Schibrowsky, John – Journal of College Student Retention: Research, Theory & Practice, 2008
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…
Descriptors: Higher Education, Academic Persistence, School Holding Power, Enrollment Management
