Faculty Publications

At The Intersection Of Demand Creation And Demand Fulfillment: Which Schools Are Getting There First And Why

Document Type

Article

Keywords

Customer service, Demand fulfillment, Inventory management, Processing orders

Journal/Book/Conference Title

Journal of Marketing for Higher Education

Volume

10

Issue

1

First Page

43

Last Page

53

Abstract

College and university Web sites have evolved from passive information-laden bulletin boards to interactive “cyber ads,” designed to generate consumer demand for information. A question worth asking is: “How well are we meeting that demand?” By examining the responses of 107 U.S. colleges and universities to requests for enrollment information, this study identifies which schools are fulfilling demand in a timely and effective manner and explains why they are being successful. © 2000 by Taylor and Francis Group, LLC.

Department

Department of Marketing

Original Publication Date

10-20-2000

DOI of published version

10.1300/J050v10n01_04

Link to Full Text

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