The Advantages and Disadvantages of Using a Centralized In-House Marketing Office.

Miller, Ronald H.

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Title: The Advantages and Disadvantages of Using a Centralized In-House Marketing Office.

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Title:	The Advantages and Disadvantages of Using a Centralized In-House Marketing Office.
Authors:	Miller, Ronald H.
Descriptors:	Centralization; Continuing Education; Cost Effectiveness; Efficiency; Marketing; Organizational Change; Postsecondary Education; Public Relations; Publicity; School Organization
Source:	N/A
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Publisher:	N/A
Publication Date:	1984-04-16
Pages:	18
Pub Types:	Opinion Papers; Speeches/Meeting Papers
Abstract:	A centralized marketing and promotion office may or may not be a panacea for a continuing education program. Five major advantages to centralization of the marketing and promotion function are minimization of costs, a school-wide marketing strategy, maximization of the school image, enhanced quality control, and building of technical expertise of marketing and promotion. Three disadvantages are lengthened time for a program to occur, reduced time for marketing research efforts, and resistance to coordination of a centralized office. Centralization has enabled the Office of Marketing and Promotion at Indiana University to minimize costs by doing internal duplicating and being an in-house advertising agency. The centralized marketing office has also suggested that two units do a joint mailing where appropriate, has dealt effectively with a variety of people and publications to achieve continuity in communications, improved the quality of publications, tracked the responses to promotional literature and direct mail, and, in general, increased in-house capabilities. (A listing of slides is given.) (YLB)
Abstractor:	N/A
Reference Count:	0

Note:	Paper presented at the Annual Conference of the National University Continuing Education Association (69th, Atlanta, GA, April 16, 1984). Slides that accompanied the presentation are not included.
Identifiers:	Indiana University
Record Type:	Non-Journal
Level:	1 - Available on microfiche
Institutions:	N/A
Sponsors:	N/A
ISBN:	N/A
ISSN:	N/A
Audiences:	N/A
Languages:	English
Education Level:	Postsecondary Education

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