ERIC Number: EJ467247
Record Type: CIJE
Publication Date: 1993
Reference Count: 0
Has Higher Education Been Using the Wrong Marketing Approach?
Brooks, Larry R.; Hammons, James O.
Journal of Marketing for Higher Education, v4 n1-2 p27-48 1993
It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and marketing strategies are discussed. (Author/MSE)
Publication Type: Reports - Evaluative; Opinion Papers; Journal Articles
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A