Examines the Internet auction phenomenon as it relates to the marketing mix of online auction sellers. The data indicate that, while there is great diversity among businesses that utilize online auctions, distinct cost leadership and differentiation marketing strategies are both evident. These two approaches are further distinguished in terms of…

The basic activities of marketing are discussed, including gathering information and determining needs, designing a program around the elements of the marketing mix, and managing the marketing program. Following a general discussion, applications of the marketing concepts to a health sciences library are described. The administrator of the health…

Arguing that marketing is a management philosophy that has profoundly transformed the business world and could potentially modify the appearance and delivery of information services, this report describes in broad terms the ways in which the marketing approach may be included as a component in the education of information professionals. The major…

In this study, the authors examined whether introductory marketing textbooks contain the information that is needed to educate future business leaders about the important role of environmentally sustainable practices. We content-analyzed the 21 current introductory marketing textbooks for coverage of these practices. The results showed limited,…

Recent program planning literature involving adult education has attempted to draw upon techniques from marketing management. Most of the literature has, however, not explored the relationship between adult education program decision needs and fundamental marketing concepts. Adult educators and marketing managers are conducting similar daily…

The multicultural market has witnessed tremendous growth in many societies, yet multicultural marketing is marginalized in the marketing curriculum. The focus of this article is to stimulate more discussion of multicultural issues within marketing by proposing suggestions for a multicultural marketing course and identifying appropriate teaching…

This guide for small business management in South Carolina addresses the three domains of learning: psychomotor, cognitive, and affective. The guide contains suggestions for specific classroom activities for each domain. Each of the 11 units or tasks in the guide contains a competency statement followed by performance objectives, job-relevant…

This article presents an effective course supplement for Principles of Marketing classes. An experiential project involving online auctions is offered to instructors seeking to create a more participatory student environment and an interactive teaching style. A number of learning points are illustrated that allow instructors to use an auction…

This unit on planning marketing strategy for a small business, the sixth in a series of 18 modules, is on the second level of the revised PACE (Program for Acquiring Competence in Entrepreneurship) comprehensive curriculum. Geared to advanced secondary and beginning postsecondary or adult students, the modules provide an opportunity to learn about…

This courseware evaluation rates the Marketing: Managing the Marketing Mix program developed by Control Data Limited. (This program--not contained in this document--is designed to introduce decisions made by marketing managers during the implementation phase of marketing.) Part A describes the program in terms of subject area (marketing, decision…

This guide presents a competency-based curriculum for a high school course in marketing. It addresses all three domains of learning: psychomotor, cognitive, and affective. Activities suggested in the guide deal with getting along with others, with supervisors or staff members, and with small or large groups. The guide, which can be used with any…

In a recent survey of continuing and professional education leaders, the University Continuing Education Association (UCEA) reported that marketing budgets are steadily rising with institutions spending an average of $319 million on an integrated marketing mix that targets would-be students. What the numbers do not tell is the potential benefit of…

Theory underlying marketing in the public sector is presented in combination with specific examples of marketing strategies and techniques used in college unions and student activities programs across the country. The subject of marketing is discussed under six major subject headings: (1) why marketing? (2) analyzing marketing opportunities; (3)…

This paper describes the changes in American society which are initiating the need to develop programs aimed at new audiences with diverse needs and interests. The reaction of continuing education units to these needs is discussed and the importance of an interdisciplinary approach is emphasized. The authors describe their use of the Education…

The key to achieving effective marketing of centers and services is to make messages creative, consistent, and continual. Creative marketing involves creating an awareness of the program. A consistent, identifiable image will create program recognition. Effective, continual marketing utilizes a mix of marketing methods on an ongoing basis to…