ERIC Number: EJ532715
Record Type: Journal
Publication Date: 1996
Reference Count: N/A
University Marketing: A Professional Service Organization Perspective.
Licata, Jane; Frankwick, Gary L.
Journal of Marketing for Higher Education, v7 n2 p1-16 1996
Research on university marketing structures suggests environments without unique market segments result in circular, multi-layered structures; marketing autonomy is directly related to resource control; communication and cooperation among organizational layers is inversely related to resource control; number of autonomous organizational layers is related to duplication of marketing effort; and autonomous, multi-layered organizations communicate poorly with customers. (Author/MSE)
Publication Type: Reports - Evaluative; Information Analyses; Journal Articles
Education Level: N/A
Authoring Institution: N/A