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ERIC Number: EJ870600
Record Type: Journal
Publication Date: 2009
Pages: 24
Abstractor: As Provided
Reference Count: 31
ISBN: N/A
ISSN: ISSN-0884-1241
An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education
Edmiston-Strasser, Dawn M.
Journal of Marketing for Higher Education, v19 n2 p142-165 2009
This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by "U.S. News & World Report." To further examine the findings of the survey, qualitative interviews were conducted with nine of the survey respondents. A four stage integrated marketing communication framework, based on studies of the American Productivity and Quality Center, served as the foundation for the research. The findings revealed the importance of leadership and formal communication mechanisms and demonstrated that integrated marketing communication strengthens branding. (Contains 3 tables.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A