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50 Years of ERIC
50 Years of ERIC
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Peer reviewed Peer reviewed
ERIC Number: EJ467266
Record Type: CIJE
Publication Date: 1993
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0884-1241
Marketing Strategies for a Low Endowment Private University in the 1990's.
Wallingford, Harlan P.; Berger, Karen
Journal of Marketing for Higher Education, v4 n1-2 p325-38 1993
It is suggested that low-endowment private universities must apply better marketing techniques in strategic planning to ensure survival. Recommendations are made for using market research effectively, identifying new markets, and directing media communication accurately. The student's role as consumer is seen as the starting point for product and promotion strategy. (Author/MSE)
Descriptors: College Students, Consumer Economics, Endowment Funds, Higher Education, Institutional Survival, Marketing, Mass Media, Private Colleges, Public Relations, Research Utilization, Student Role, Universities
Publication Type: Reports - Evaluative; Guides - Non-Classroom; Journal Articles
Education Level: N/A
Audience: Administrators; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Institutional Development; Market Research; Strategic Planning