ERIC Number: ED496366
Record Type: Non-Journal
Publication Date: 2004
The Direct Results of Integrated Marketing
Sevier, Robert A.
Association of Governing Boards of Universities and Colleges, Trusteeship v12 n2 Mar-Apr 2004
Discussions among college and university administrators on improving marketing efforts often revolve around questions about whether the marketing function should be centralized or decentralized. An impetus of these discussions is the increased marketing sophistication of many boards. Many trustees are strongly urging their institutions to apply the same marketing tools and principles that professors teach in Business 101 classes. This article examines how trustees can ensure that their institutions are receiving a maximum return on each marketing dollar it spends. It addresses questions that board members might pose about integrated marketing.
Descriptors: Trustees, Marketing, Cost Effectiveness, Administrator Role, Guidelines, Integrated Activities, Policy Formation
Association of Governing Boards of Universities and Colleges. 1133 20th Street NW Suite 300, Washington, DC 20036. Tel: 800-356-6317; Tel: 202-296-8400; Fax: 202-223-7053; Web site: http://www.agb.org
Publication Type: Opinion Papers; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: Association of Governing Boards of Universities and Colleges, Washington, DC.