ERIC Number: ED180491
Record Type: RIE
Publication Date: 1978-Dec
Reference Count: 0
Marketing: Exploring Applications for Educational Dissemination. Literature Synthesis.
This synthesis of information about marketing and information dissemination of education-related products is divided into three parts: an overview of major writings, specific marketing strategies, and resources for further study. The first part opens with a definition of marketing as it relates to education. A review of the literature provides discussions of education-oriented marketing emphases and strategies, including the production orientation/sales orientation/change agent approach and tactics for building dissemination capacity. Specific marketing strategies for educational disseminators are described in the second section. Tactics for planning implementation of a marketing concept orientation include market structure analysis, needs analysis, monitoring of the educational environment, and promotion. The final part of the report presents resources for self-education in the form of a 43-page annotated bibliography divided into subject areas: definition of marketing, planning, information systems, consumer behavior, packaging and pricing, distribution, promotion, sales, product evaluation, case studies, and marketing games. Eight appendices provide reprints or outlines of key reports in specific areas including a systematic marketing audit, major segmentation variables, the discrepancy model, and channels of distribution. (SW)
Publication Type: Information Analyses; Reference Materials - Bibliographies
Education Level: N/A
Authoring Institution: NTS Research Corp., Durham, NC.
Identifiers: State Capacity Building Program