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Informal marketing of Israel Experience educational tours

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Publication Date: January 1999

Publisher(s): Sage Publications, inc.

Author(s): Erik H. Cohen

Special Collection: Berman Jewish Policy Archive

Topic: Culture and religion (Religion and religious groups)
Education (Study abroad)

Keywords: World Jews; Israel experience

Type: Report

Abstract:

The Israel Experience educational tours attract participants primarily through informal marketing. Friends, family and former participants are the most effective advertisers. Most participants are already connected to community networks through which informal marketing takes place. Those attracted through informal, personal channels are more satisfied with their tours than are those recruited through conventional mass media advertising.