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ERIC Number: ED237741
Record Type: Non-Journal
Publication Date: 1982-Jun
Pages: 74
Abstractor: N/A
Reference Count: N/A
Marketing: A How-to Book for VR.
Spann, Jinny
This guide, written for vocational rehabilitation (VR) agency policymakers and staff alike, deals with the concept of marketing from a VR perspective. Covered in the individual chapters of the guide are the meaning of the term marketing; a conceptual framework for marketing in a VR agency (product definition, target group definition, differential needs identification, consumer behavior analysis, differential advantages, integrated market planning, multiple marketing tools, marketing feedback, and marketing audits); guidelines for developing a marketing plan; procedures for conducting a marketing audit (marketing environment, strategy, organization, function, productivity, systems, and audience audits); and further considerations in developing a marketing plan (staying flexible, assessing demand, gathering information, sorting out markets, altering and distributing products, keeping track of costs, evaluating a VR program, and surviving). A bibliography concludes the guide. Appended to the volume are a hypothetical marketing director's resume, a target audience visualizer chart, and a sample form to use when defining current marketing activities. (MN)
West Virginia Research and Training Center, Administration, Training and Publications Staff, One Dunbar Plaza, Suite E, Dunbar, WV 25064 ($6.00).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Practitioners; Policymakers
Language: English
Sponsor: National Inst. of Handicapped Research (ED), Washington, DC.
Authoring Institution: West Virginia Rehabilitation Research and Training Center, Dunbar.