Interactive Technologies Utilization Model for University Relationship Marketing Strategies

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Provided by: International Journal of Computer Applications
Topic: E-Commerce
Format: PDF
In this paper, the authors develop a usage model for interactive technologies for university marketing strategies, using a combination of the Task Technology Fit (TTF) model and the Information Systems Acceptance (ISA) model. Interactive technologies enables the universities to inexpensively engage their customers in one-to-one. Over the years, relationship marketing has emerged as a popular new paradigm in marketing. It has been proposed as the newest mainstream school of thought in marketing, beyond the twelve commonly accepted schools, that is, commodity, functional, regional, institutional, functionalist, managerial, buyer behavior, activist, macro-marketing, organizational dynamics, systems, and social exchange.
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