ERIC Number: EJ572018
Record Type: CIJE
Publication Date: 1998
Reference Count: 0
Integrating Strategic Marketing on an Institutional Level.
Liu, Sandra S.
Journal of Marketing for Higher Education, v8 n4 p17-28 1998
Higher education differs from other service enterprises in its social responsibility and the context for decision making. An integrated marketing strategy based on the identified positioning of the institution plays a crucial role in successful enrollment and long-term institutional development. Marketing can make a significant contribution to institutional strategic planning through its analytical, humanistic, and integrative abilities. (MSE)
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A