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ERIC Number: EJ927345
Record Type: Journal
Publication Date: 2009-Sep
Pages: 7
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-0748-478X
Doing the Math
Pulley, John
CURRENTS, v35 n7 p16-22 Sep 2009
Coordinating advancement functions of units and divisions accustomed to independent operation and discretionary budgets isn't easy. Market research can help bridge those divides. And at a time of limited financial resources, institutions are eager to make smart choices with their marketing dollars. Market research can cut through misperceptions and help institutions understand what works. Building a brand in the absence of market research is like igniting wet wood without the benefit of matches. It can be done, but not easily and not quickly. This article discusses how colleges and universities are using market research to inform and execute their strategic plans.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A