ERIC Number: ED362119
Record Type: Non-Journal
Publication Date: 1993
Reference Count: N/A
Fire in the Belly.
Topor, Robert S.
This book discusses issues, ideas, themes and practices for marketing higher education based on personal experience. Chapter 1 discusses the kind and character of people found in higher education by describing the best and worst individuals as perceived through first-hand encounters. Chapter 2 looks at an approach to planning and building on every effort by relating it to another effort. Chapter 3 explores how higher education's users judge the quality of an institution's services. Chapter 4 emphasizes the need for higher education to know what business it is in and to tailor its products to consumer needs and wants. Chapter 5 looks at the atmosphere of campuses and how it has been affected by the increase of security measures related to automobile traffic. Chapter 6 describes the experience of working with a culturally diverse staff. Chapter 7 discusses how a leader can be successful and assist employees and co-workers to achieve and work well. Chapter 8 offers tips for working within institutional politics. Chapter 9 discusses qualities of a good mission statement and compares statements of the University of Texas at San Antonio before and after revision. Chapter 10 describes logo importance and difficulties. Chapter 11 explains a process of identifying targets, steps, procedures, and sequence of marketing actions. The last two chapters discuss current trends in higher education and offer final thoughts. Contains 51 annotated references. (JB)
Descriptors: Administrator Role, Cultural Differences, Diversity (Institutional), Higher Education, Institutional Advancement, Marketing, Mission Statements, Parking Controls, Parking Facilities, Planning
Educational Catalyst Publication, 280 Easy St., Suite 114, CA 94043-3736 ($35).
Publication Type: Opinion Papers; Guides - Non-Classroom; Books
Education Level: N/A
Authoring Institution: N/A