Marketing Higher Education to Mexican-Americans: Identification of Successful Marketing Strategies and Tactics

Cynthia Gale Coiner
In this study, a comprehensive set of successful marketing strategies and tactics for the recruitment of Mexican-Americans into four-year colleges and universities was identified. A taxonomy of findings ranging from very successful to not successful was developed. The methodology included focus groups conducted in Los Angeles, California and San Antonio, Texas to aid in the creation of survey instrument items. The resulting survey was mailed to admissions directors of four-year colleges and universities located in...
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