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50 Years of ERIC
50 Years of ERIC
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Peer reviewed Peer reviewed
ERIC Number: EJ456082
Record Type: CIJE
Publication Date: 1991
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0884-1241
Opportunistic Marketing in Higher Education.
Wonders, Thomas J.; Gyure, James F.
Journal of Marketing for Higher Education, v3 n2 p1-16 1991
The experiences of University of Pittsburgh at Johnstown (Pennsylvania) with opportunistic marketing are outlined. Opportunistic marketing takes advantage of reactive decision making within the administration by repeatedly creating marketing situations that force decisions, then eliciting acknowledgment that the marketing efforts worked. Special considerations and methods for opportunistic marketing are identified. (MSE)
Descriptors: Administrative Policy, College Administration, Decision Making, Higher Education, Marketing, Nonprofit Organizations, Policy Formation, Program Descriptions, Public Relations, Student Recruitment
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: Administrators; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Opportunistic Marketing; University of Pittsburgh Johnstown PA
Note: Theme Issue: "New Strategies in Higher Education Marketing."