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

By: Contributor(s): Material type: TextTextPublication details: Englewood Cliffs, N.J. : Prentice-Hall, c1995.Edition: 2nd edDescription: xii, 484 p. : ill. ; 24 cmISBN:
  • 0136689892
  • 9780136689898
Subject(s): DDC classification:
  • 371.206 KOT
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.
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.
Holdings
Item type Current library Call number Status Date due Barcode
Standard Loan Clonmel Library Main Collection 370.68 KOT (Browse shelf(Opens below)) Available 39002100505040

Enhanced descriptions from Syndetics:

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.

Previously published : Prentice-Hall, 1985.

Includes bibliographical references and indexes.

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.

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.

Table of contents provided by Syndetics

  • 1 The Education Marketplace
  • 2 Providing Quality Service, Value, and Customer Satisfaction
  • 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 Market Strategy
  • 8 Measuring and Forecasting Market Size
  • 9 Segmenting, Selecting, and Appealing to Markets
  • 10 Understanding Consumers
  • 11 Designing Educational Programs
  • 12 Pricing Educational programs
  • 13 Delivering Educational Programs and Services
  • 14 Communicating with Markets
  • 15 Attracting and Retaining Students
  • 16 Attracting Resources
  • 17 Evaluating Marketing Performance

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