ERIC Number: ED237741
Record Type: Non-Journal
Publication Date: 1982-Jun
Reference Count: N/A
Marketing: A How-to Book for VR.
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)
Descriptors: Agency Role, Definitions, Educational Needs, Educational Planning, Guidelines, Institutional Advancement, Marketing, Needs Assessment, Postsecondary Education, Program Development, Program Evaluation, Program Implementation, Public Relations, Publicity, Rehabilitation Programs, Vocational Education, Vocational Rehabilitation
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
Sponsor: National Inst. of Handicapped Research (ED), Washington, DC.
Authoring Institution: West Virginia Rehabilitation Research and Training Center, Dunbar.