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.* emphasizes quality, including service quality. * emphasizes 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. * focuses on marketing as a process based on strategic planning. * presents ways to replace guesses with estimates through the use of tools for estimating market demand. * illustrates sound, systematic ways to develop and test new programs. * focus on direct mail including guidelines for using direct mail effectively. * 80% of the material is new or has been updated. * contains a new description of the marketing issues facing educational institutions in the 90s with the latest available statistics. * includes more examples of practical marketing-research tools. * focuses on educational institutions as service providers.
"synopsis" may belong to another edition of this title.
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.
"About this title" may belong to another edition of this title.
Book Description Prentice Hall. Hardcover. Book Condition: New. 0138514038 Ships promptly from Texas. Bookseller Inventory # HGT4986YLIF071016H0242A
Book Description Prentice Hall, 1985. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0138514038
Book Description Prentice Hall, 1985. Hardcover. Book Condition: New. book. Bookseller Inventory # 0138514038
Book Description Prentice Hall, 1985. Hardcover. Book Condition: New. Bookseller Inventory # P110138514038
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801385140371.0
Book Description Prentice Hall. Hardcover. Book Condition: New. 0138514038 New Condition. Bookseller Inventory # NEW6.0057975