Description |
xv, 121 p. ; 23 cm. |
Series |
ASHE higher education report, 1551-6970 ; v. 34, no. 2 |
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ASHE higher education report ; v. 34, no. 2. 1551-6970
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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.
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ISBN |
9780470437735 |
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0470437731 |
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