Marketing Higher Education [microform] : A Practical Guide / Robert Topor
- Bib ID:
- 5434445
- Format:
- Book and Microform
- Author:
- Topor, Robert
- Description:
-
- [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1983
- 105 p.
- ISBN:
-
- 9780899642130
- 0899642136
- Summary:
-
The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and communications to meet customer needs, and how to plan marketing strategies for different program audiences. Marketing techniques can be applied to students, clients, supporters, influential constituents, alumni, foundations, faculty, staff, and corporate support. Image perception, segmenting target audiences, defining institutional mission, and trademarks are also covered, along with the following marketing strategies: product strategy, place or distribution strategy, promotional strategy, and pricing strategy. Case studies illustrate how institutions apply marketing techniques, and questions in each chapter help readers assess the strengths and weaknesses of their current marketing strategies. A chapter on market research by Cletis G. Pride and Joseph S. Fowler outlines the steps for conducting effective surveys of audience attitudes toward the institution. (SW)
- Notes:
-
- Availability: Council for Advancement and Support of Education, Orders Department, 80 S. Early Street, Arlington, VA 22304 ($16.50).
- Administrators.
- Support Staff.
- Policymakers.
- Practitioners.
- May also be available online. Address as at 14/8/18: https://eric.ed.gov/
- Reproduction:
- Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive.
- Subject:
- Genre/Form:
- Guides, Non-Classroom
- Other authors/contributors:
- Council for Advancement and Support of Education, Washington, DC
- Available From:
- ERIC
- Copyright:
-
In Copyright
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Copyright status was determined using the following information:
- Material type:
- Literary, dramatic or musical work
- Published status:
- Published
- Publication date:
- 1983
Copyright status may not be correct if data in the record is incomplete or inaccurate. Other access conditions may also apply. For more information please see: Copyright in library collections.
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