Research on Institutional Advancement Outside of Fundraising
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While the majority of inquiry in advancement is devoted to fundraising, other areas have received limited attention from scholars since 1990. These include public relations, marketing, and alumni relations. The focus of this chapter will be to explore these disparate areas of study and describe the evolution in each during the previous two decades. The continuing challenges of this area of inquiry are then discussed.
KeywordsPublic Relation Disparate Function Institutional Response Institutional Performance Marketing Concept
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