ERIC Number: ED341335
Record Type: Non-Journal
Publication Date: 1992
Reference Count: N/A
No More Navel Gazing! Articles from "Marketing Higher Education."
Topor, Robert, Ed.
This book gathers articles on marketing higher education that first appeared in a newsletter on that topic. Chapter 1, "Marketing and You!" contains two articles on the importance of the person interested in advancing the institution through marketing. The second chapter, "Building Blocks," offers important ideas including a definition of marketing, criteria for a mission statement, multi-level marketing, creating a plan, the pit-falls of "being all things to all people", and a concept called "marketing mosaics". The third chapter, "Marketing Considerations," looks at the strategies and psychology that go along with marketing, using cohesive identity to achieve marketing results, the importance of service, and how to plan and carry out focus group research. Chapter 4, "Marketing Tools," focuses on ideas for doing marketing including words, design, photography and ideas about videography. The fifth chapter, "Organization," examines organizational culture, creativity, spotting false marketing, and creative management. The sixth chapter, "Marketing's Future," looks at the future of marketing through articles on the marketing institution of tomorrow, residual marketing, additive and subtractive marketing ideas and a tongue-in-cheek article about marketing trash cans. The final chapter, "Leadership," focuses on empowerment, the bureaucracy of higher education and leadership. (JB)
Descriptors: Bureaucracy, Creativity, Employee Attitudes, Fund Raising, Group Unity, Higher Education, Institutional Advancement, Institutional Characteristics, Leadership, Marketing, Mission Statements, Organizational Communication, Public Relations, School Community Relationship
Topor and Associates, 280, Easy Street, Suite 114, Mountain View, CA 94043-3736 ($29.95 plus $3.00 postage).
Publication Type: Books; Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A