Association of Marketing Theory and Practice Proceedings 2019
 

Document Type

Conference Proceeding

Publication Date

2019

Abstract

This paper explores and proposes the use of digital content marketing as a means of brand-building for colleges and universities. The paper reviews and synthesizes literature on the state of the art in digital content marketing in order to identify best practices. Effective techniques, some based on empirical testing, are applied to the use of digital content marketing by higher education institutions.

About the Authors

About the Author

Julie Pharr is a Professor of Marketing in the College of Business at Tennessee Tech University in Cookeville, TN. Her doctorate in marketing is from Mississippi State University (1987). Dr. Pharr has published numerous papers in journals and conference proceedings over the years, including works in the Journal of Marketing Theory and Practice, Industrial Marketing Management, and Journal of Small Business Management.

Copyright Statement / License for Reuse

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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