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catalog abstract "Here is the handbook for academics and practitioners who want to understand what marketing is, how it can contribute to their institutions' greater effectiveness, and how to do it. This revised edition, like its predecessor, provides a solid background in marketing in the context of educational institutions and their essential activities. It emphasizes quality, including service quality, and the value of cost-effective research to uncover and gain a better understanding of the institutions marketing problems, as a basis for planning effective programs. It focuses on marketing as a process based on strategic planning, and presents ways to replace guesses with estimates through the use of tools for estimating market demand. The book illustrates sound, systematic ways to develop and test new programs, and focuses on direct mail including guidelines for using direct mail effectively and on educational institutions as service providers. 80% of the material is new or has been updated. It contains a new description of the marketing issues facing educational institutions in the 90s with the latest available statistics, and includes more examples of practical marketing-research tools.".
catalog contributor b7643361.
catalog contributor b7643362.
catalog created "c1995.".
catalog date "1995".
catalog date "c1995.".
catalog dateCopyrighted "c1995.".
catalog description "Here is the handbook for academics and practitioners who want to understand what marketing is, how it can contribute to their institutions' greater effectiveness, and how to do it. This revised edition, like its predecessor, provides a solid background in marketing in the context of educational institutions and their essential activities. It emphasizes quality, including service quality, and the value of cost-effective research to uncover and gain a better understanding of the institutions marketing problems, as a basis for planning effective programs. It focuses on marketing as a process based on strategic planning, and presents ways to replace guesses with estimates through the use of tools for estimating market demand. The book illustrates sound, systematic ways to develop and test new programs, and focuses on direct mail including guidelines for using direct mail effectively and on educational institutions as service providers. 80% of the material is new or has been updated. It contains a new description of the marketing issues facing educational institutions in the 90s with the latest available statistics, and includes more examples of practical marketing-research tools.".
catalog description "Includes bibliographical references and indexes.".
catalog description "pt. I. Understanding Marketing. 1. The Education Marketplace. 2. Providing Quality Service, Value, and Customer Satisfaction -- pt. II. Planning Marketing. 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 Marketing Strategy -- pt. III. Understanding Markets. 8. Measuring and Forecasting Market Size. 9. Segmenting, Selecting, and Appealing to Markets. 10. Understanding Consumers -- pt. IV. Designing Marketing Programs. 11. Designing Educational Programs. 12. Pricing Educational Programs. 13. Delivering Educational Programs and Services. 14. Communicating with Markets -- pt. V. Applying Marketing. 15. Attracting and Retaining Students. 16. Attracting Financial Resources -- pt. VI. Evaluating Marketing Activities. 17. Evaluating Marketplace Performance.".
catalog extent "xii, 484 p. :".
catalog identifier "0136689892".
catalog issued "1995".
catalog issued "c1995.".
catalog language "eng".
catalog publisher "Englewood Cliffs, N.J. : Prentice-Hall,".
catalog subject "371.2/06 20".
catalog subject "Education Marketing.".
catalog subject "Educational fund raising.".
catalog subject "Educational planning.".
catalog subject "LB2847 .K68 1994".
catalog subject "Schools Public relations.".
catalog tableOfContents "pt. I. Understanding Marketing. 1. The Education Marketplace. 2. Providing Quality Service, Value, and Customer Satisfaction -- pt. II. Planning Marketing. 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 Marketing Strategy -- pt. III. Understanding Markets. 8. Measuring and Forecasting Market Size. 9. Segmenting, Selecting, and Appealing to Markets. 10. Understanding Consumers -- pt. IV. Designing Marketing Programs. 11. Designing Educational Programs. 12. Pricing Educational Programs. 13. Delivering Educational Programs and Services. 14. Communicating with Markets -- pt. V. Applying Marketing. 15. Attracting and Retaining Students. 16. Attracting Financial Resources -- pt. VI. Evaluating Marketing Activities. 17. Evaluating Marketplace Performance.".
catalog title "Strategic marketing for educational institutions / Philip Kotler, Karen F.A. Fox.".
catalog type "text".