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ERIC Number: EJ552334
Record Type: CIJE
Publication Date: 1997
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0884-1241
A Reconceptualization of the Marketing Mix: Using the 4 C's To Improve Marketing Planning in Higher Education.
Wasmer, D. J.; Williams, James R.; Stevenson, Julie
Journal of Marketing for Higher Education, v8 n2 p29-35 1997
Higher education institutions have increasingly adopted marketing principles to achieve institutional objectives. However, direct application of the traditional marketing mix as characterized by four P's (product, price, place, promotion) can be problematic. A reconceptualization of the marketing mix applies four C's: concept (mix of goods and services); cost; channel (program timing and location); and communication. (MSE)
Publication Type: Guides - Non-Classroom; Journal Articles
Education Level: N/A
Audience: Administrators; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: N/A