Coverart for item
The Resource Strategic marketing for educational institutions, Philip Kotler, Karen F.A. Fox

Strategic marketing for educational institutions, Philip Kotler, Karen F.A. Fox

Label
Strategic marketing for educational institutions
Title
Strategic marketing for educational institutions
Statement of responsibility
Philip Kotler, Karen F.A. Fox
Creator
Contributor
Subject
Language
eng
Summary
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
Cataloging source
DLC
http://library.link/vocab/creatorName
Kotler, Philip
Illustrations
illustrations
Index
index present
LC call number
LB2847
LC item number
.K68 1995
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1944-
http://library.link/vocab/relatedWorkOrContributorName
Fox, Karen F. A.
http://library.link/vocab/subjectName
  • Education
  • Schools
  • Educational fund raising
  • Educational planning
Label
Strategic marketing for educational institutions, Philip Kotler, Karen F.A. Fox
Instantiates
Publication
Note
Previously published : Prentice-Hall, 1985
Bibliography note
Includes bibliographical references and indexes
Contents
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
Control code
ocm31519174
Dimensions
24 cm.
Edition
2nd ed.
Extent
xii, 484 p.
Isbn
9780136689898
Lccn
94024025
Other physical details
ill.
System control number
(OCoLC)31519174
Label
Strategic marketing for educational institutions, Philip Kotler, Karen F.A. Fox
Publication
Note
Previously published : Prentice-Hall, 1985
Bibliography note
Includes bibliographical references and indexes
Contents
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
Control code
ocm31519174
Dimensions
24 cm.
Edition
2nd ed.
Extent
xii, 484 p.
Isbn
9780136689898
Lccn
94024025
Other physical details
ill.
System control number
(OCoLC)31519174

Library Locations

    • Bryn Athyn College, Swedenborg LibraryBorrow it
      2925 College Drive, Bryn Athyn, PA, 19009, US
      40.1343319 -75.0607419
Processing Feedback ...