Title:
Strategic marketing : for educational institutions
Personal Author:
Edition:
2nd ed.
Publication Information:
Englewood Cliffs, NJ : Prentice-Hall, 1995
ISBN:
9780136689898
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000000090047 | LB2847.K67 1995 | Open Access Book | Book | Searching... |
Searching... | 30000005028729 | LB2847.K67 1995 | Open Access Book | Book | Searching... |
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Summary
Summary
This book reflects a strategic planning perspective and is sequenced to provide readers with a cumulative understanding of marketing and ability to apply these ideas directly to their own educational institutions.
Table of Contents
| 1 The Education Marketplace |
| 2 Providing Quality Service, Value, and Customer Satisfaction |
| 3 Identifying and Researching Marketing Issues |
| 4 The Marketing Planning Process |
| 5 Analyzing and Adapting to the Environment |
| 6 Defining Institutional Resources and Direction |
| 7 Formulating Market Strategy |
| 8 Measuring and Forecasting Market Size |
| 9 Segmenting, Selecting, and Appealing to Markets |
| 10 Understanding Consumers |
| 11 Designing Educational Programs |
| 12 Pricing Educational programs |
| 13 Delivering Educational Programs and Services |
| 14 Communicating with Markets |
| 15 Attracting and Retaining Students |
| 16 Attracting Resources |
| 17 Evaluating Marketing Performance |
