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ERIC Number: ED088155
Record Type: Non-Journal
Publication Date: 1972-Apr-11
Pages: 40
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
The Role of Marketing in a National Institute of Education. Preliminary Report of a Planning Conference, April 2-3, 1972. (Final).
Kotler, Philip; And Others
As a discipline, marketing can offer several things of value to the National Institute of Education (NIE), both with respect to its design function and its dissemination. This report identifies those items that marketing can offer NIE and explains how they could be used. The authors maintain that NIE can profit from marketing's (1) emphasis on understanding the behavioral system of the client and its sophisticated methods of client systems analysis; (2) procedures for testing a product concept to bring it to a state of maximal readiness for dissemination; (3) interest in the development and selection of efficient channels for making a product available to users; (4) procedures for test-marketing products; (5) methods for selecting message, media, and timing to optimize communication effectiveness; and (6) effective organizational arrangements for optimal planning, implementation, and control of programs. (Author/JF)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: National Inst. of Education (DHEW), Washington, DC. Planning Unit.