ERIC Number: EJ499678
Record Type: CIJE
Publication Date: 1995
Reference Count: 0
Situational Marketing: Application for Higher Education Institutions.
Taylor, Raymond E.; Reed, Rosetta R.
Journal of Marketing for Higher Education, v6 n1 p23-36 1995
Marketing higher education has been criticized for its consumer (interpreted as student) orientation. An alternative concept, situational marketing, considers the student as one of a number of environmental forces on which the marketing mix focuses. Other forces include funding and regulatory agencies, businesses, alumni, faculty, parents, the public, the community, suppliers, and competitors. (MSE)
Publication Type: Guides - Non-Classroom; Journal Articles
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A