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Direct linkMoore, Robert S.; McLaughlin, Caragh E. – College Student Journal, 2007
E-mail is seen as an inexpensive, fast way to communicate with university constituencies, especially alumni. The next logical stage for the use of this Internet technology is the development and evaluation of permission based e-mail (PBE) campaigns. In this paper, we directly examine recipient evaluation of PBE in the context of a university…
Descriptors: Females, Alumni, Communication Strategies, Alumni Associations
