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ERIC Number: ED269863
Record Type: Non-Journal
Publication Date: 1986
Pages: 52
Abstractor: N/A
Appel, David L.
This booklet suggests ways in which institutions--Catholic schools in particular--can move beyond public relations and advertising to engage in the broader arena of marketing with its focus on consumer satisfaction. The first of the book's three chapters reviews the concept of marketing, providing definitions of key terms, clarification of marketing's focus, a discussion of exchange relationships, and a comment on the importance of the school's acceptance of marketing's dual role as an organizational philosophy and a functional tool. Chapter 2 focuses on activities that will enable the school to "listen" to the marketplace, including developing a marketing committee, carrying out a marketing audit, and identifying and understanding the target market and the factors affecting that market's decision-making. The third chapter examines the marketing mix, a combination of products, prices, locations for offering the product, and methods for promoting the product that when administered as an integrated whole will most effectively use the school resources to reach and satisfy the target market. Applying these concepts in the school setting is stressed. An appendix provides a marketing audit for a Catholic school, consisting of questions for assessing the school's marketing environment, marketing strategy, and marketing activities. (PGD)
Publication Sales, National Catholic Educational Association, 1077 30th Street, N.W., Suite 100, Washington, DC 20007-3852 ($5.65 prepaid).
Publication Type: Information Analyses; Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: National Catholic Educational Association, Washington, DC.
Grant or Contract Numbers: N/A