Institutions of higher education (IHEs) are competing to recruit students in a crowded market with the number of colleges on the increase and the number of high school seniors declining. IHEs are looking for effective ways to recruit students and increase retention and graduation rates. Relationship marketing (RM) is an approach from business that…

Texas' 2006 House Bill 1, which required all high schools in Texas to provide students with the opportunity to earn a minimum of 12 hours of college credit prior to their graduation beginning the fall of 2008, changed the high school experience. The goal of the bill was to smooth the transition from high school to higher education. By looking at…