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Author Anctil, Eric J.

Title Selling higher education : marketing and advertising America's colleges and universities / Eric J. Anctil.

Imprint San Francisco : Jossey-Bass, c2008.

Copies

Location Call No. OPAC Message Status
 Axe 3rd Floor Stacks  378.007 As35  v.34 no.2    ---  Available
Description xv, 121 p. ; 23 cm.
Series ASHE higher education report, 1551-6970 ; v. 34, no. 2
ASHE higher education report ; v. 34, no. 2. 1551-6970
Bibliography Includes bibliographical references (p. 101-110) and index.
Contents Market driven versus mission driven -- Market driven and mission driven -- Purpose and structure of the monograph -- Significance to higher education study and practice -- Persuasion and choice -- College choice -- Beyond college choice: building trust and engaging stakeholders -- Elaboration likelihood model -- Marketing and advertising higher education -- Brief history -- Competition from for-profit higher education -- The changing marketplace -- Marketing and advertising the intangible -- Images of colleges and universities -- Branding -- Advertising the brand -- Brand communities -- Slogans and logos -- Market differentiation -- Market differentiation at work in higher education -- Promotional materials and communication -- Recommendations for selling higher education -- Collaborative partners -- Strategic marketing plans for higher education -- Relationship marketing -- Importance of internal marketing -- Summary and conclusions.
Subject Education, Higher -- Marketing.
ISBN 9780470437735
0470437731

 
    
Available items only