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Harper, Nancy – Currents, 1984
An interview with Philip Kotler, the Harold T. Martin Professor of Marketing at Northwestern University, is presented. Three approaches to marketing are identified: product-oriented, hard-sell, and building satisfaction in a long-term clientele. (MLW)
Descriptors: Alumni, College Environment, College Role, College Students
Jackson, Laura Christion – Currents, 1994
It is argued that if colleges and universities want involved alumni, they must begin during the student years. Activities and approaches to take during each of the four college years to help establish a mutually supportive relationship are outlined, and illustrated with examples from a variety of institutions. (MSE)
Descriptors: Alumni, Alumni Associations, College Environment, College Students
