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Last edited by Mek
July 14, 2017 | History

Selling higher education 1 edition

Selling higher education
Eric J. Anctil

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Selling higher education
marketing and advertising America's colleges and universities
Eric J. Anctil.

Published 2008 by Jossey-Bass in San Francisco .
Written in English.

Table of 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.

Edition Notes

Includes bibliographical references (p. 101-110) and index.

Series
ASHE higher education report -- v. 34, no. 2, Jossey-Bass higher and adult education series

The Physical Object

Pagination
xv, 121 p. ;
Number of pages
121

ID Numbers

Open Library
OL22861325M
ISBN 10
0470437731
ISBN 13
9780470437735
Library Thing
6789524
Goodreads
4999947

History Created December 10, 2009 · 3 revisions Download catalog record: RDF / JSON

July 14, 2017 Edited by Mek adding subject: Internet Archive Wishlist
December 4, 2010 Edited by Open Library Bot Added subjects from MARC records.
December 10, 2009 Created by WorkBot add works page