ERIC Number: ED272077
Record Type: Non-Journal
Publication Date: 1986
Reference Count: N/A
Strategic Planning, Marketing & Public Relations, and Fund-Raising in Higher Education: Perspectives, Readings, and Annotated Bibliography.
Ryans, Cynthia C.; Shanklin, William L.
Perspectives on college and university strategic planning, marketing and public relations, and fund-raising are offered. Also included are previously published journal articles by experts in this area, annotated bibliographies of books and journal articles on these subjects, author/title and subject indexes, and a directory of publishers. Three essays on strategic planning, marketing and public relations, and fund-raising are presented. The previously published articles and authors are as follows: "A Strategic Approach to Marketing a University" (Peter Doyle, Gerald D. Newbould); "Product Portfolio Diagnosis for U.S. Universities" (Gerald D. Newbould); "Don't Plan on Business as Usual" (William L. Shanklin); "Embraceable U's" (Abby Livingston); "Applying Good Sense to Marketing" (William A. Keim); "The PR Pro's Roadtest" (Fred Gehrung); "Marketing and Selective Admissions" (James C. Blackburn); "Marketing Continuing Education with Effectiveness and Integrity" (Donald Shandler); "Public Relations Ideas for Cooperative Education" (Roger B. Wadsworth); "Presidents Must Make Fund-Raising Work" (Wayne Anderson); "Test Yourself! Use This Checklist to Assess the Strengths and Weaknesses of Your Fund-Raising Operation" (Charles H. Webb); and "Trustees and the Fund-Raising Role: Facing the Hard Truth" (Fisher Howe). (SW)
Descriptors: Administrator Role, Annotated Bibliographies, College Planning, College Presidents, Continuing Education, Cooperative Education, Fund Raising, Higher Education, Institutional Advancement, Marketing, Program Evaluation, Public Relations, Selective Colleges, Trustees
Scarecrow Press, Inc., 52 Liberty Street, P. O. Box 656, Metuchen, NJ 08840 ($20.00).
Publication Type: Opinion Papers; Reference Materials - Bibliographies; Reference Materials - Directories/Catalogs
Education Level: N/A
Authoring Institution: N/A