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Harper, Nancy – Currents, 1984
An interview with Philip Kotler, the Harold T. Martin Professor of Marketing at Northwestern University, is presented. Three approaches to marketing are identified: product-oriented, hard-sell, and building satisfaction in a long-term clientele. (MLW)
Descriptors: Alumni, College Environment, College Role, College Students
Villano, Matt – Campus Technology, 2007
In the corporate world, the notion of customer relationship management (CRM) is nothing new. That particular technology sector is now jam-packed with software that enables organizations to monitor and manage every interaction with a customer, from the very first experience on, throughout the lifecycle of the relationship. That relationship spans…
Descriptors: Schools, Educational Technology, Higher Education, Colleges
College Entrance Examination Board, New York, NY. – 1976
This collection stresses the need for informed and more sophisticated marketing techniques for college admissions officers to help them cope with the decreasing number of prospective college students. The importance of the college admissions office is increasing as admissions becomes a more crucial element to the colleges' financial well-being.…
Descriptors: Admissions Counseling, Case Studies, College Admission, College Bound Students
Scigliano, Virginia L.; Scigliano, John A. – 1979
A nationwide survey of a random sample of 210 two-year colleges was conducted in 1979 to test the hypothesis that administrative adherence to sound marketing practices will lead to higher enrollments. Survey participants were asked to respond to 15 items adapted from Philip Kotler's Marketing Audit, a recognized scale of marketing effectiveness…
Descriptors: College Administration, Community Colleges, Enrollment, Enrollment Influences
Birnbaum, Robert, Ed. – 1984
Supplementary text materials for graduate courses in the field of higher education are presented in 29 chapters on organization, governance, and internal and external constraints on governance. Chapter titles and authors include: "Alternative Models of Governance in Higher Education" (J. Victor Baldridge, David V. Curtis, George P.…
Descriptors: Administrative Organization, Change Strategies, College Presidents, Governance
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Keim, William A., Ed.; Keim, Marybelle C., Ed. – New Directions for Community Colleges, 1981
This collection of essays examines the role of marketing in the recruitment and retention of community college students. First, Philip Kotler and Leslie A. Goldgehn define the marketing process and assess its potential benefits. Richard C. Richardson, Jr., and Donald S. Doucette question the effectiveness of marketing in the community college.…
Descriptors: Community Colleges, Mass Media, Needs Assessment, Program Effectiveness
Peterson, Marvin W., Ed. – 1986
An anthology of supplementary text material on organization and governance in higher education is presented for use in graduate courses in the field of higher education administration. The chapters are divided into three sections: organization, governance, and responses to internal and external pressures. Chapter titles and personal/corporate…
Descriptors: Academic Freedom, Anthologies, Board Administrator Relationship, Budgeting
Hesselbein, Frances, Ed.; And Others – 1997
This book contains a collection of articles about the ways in which organizations do the key work of society, the ways in which the work of the organization will change, and the essential role of the organization in public, private, and social arenas. Following the preface and introduction, titled "Toward the New Organization" by Peter F. Drucker,…
Descriptors: Employer Employee Relationship, Free Enterprise System, Futures (of Society), Leadership
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Kotler, Philip – American Behavioral Scientist, 1971
A framework involving five elements--cause, change agent, change target, channel, and change strategy--provides a useful framework for social action analysis. (Author)
Descriptors: Change Agents, Group Dynamics, Interaction Process Analysis, Models
Kotler, Philip; And Others – 1972
As a discipline, marketing can offer several things of value to the National Institute of Education (NIE), both with respect to its design function and its dissemination. This report identifies those items that marketing can offer NIE and explains how they could be used. The authors maintain that NIE can profit from marketing's (1) emphasis on…
Descriptors: Archives, Educational Development, Educational Planning, Educational Research
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Kotler, Philip; Murphy, Patrick E. – Journal of Higher Education, 1981
The framework necessary for achieving a strategic planning posture in higher education is outlined. The most important benefit of strategic planning for higher education decision makers is that it forces them to undertake a more market-oriented and systematic approach to long- range planning. (Author/MLW)
Descriptors: College Environment, College Planning, College Role, Higher Education
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Kotler, Philip; Goldgehn, Leslie A. – New Directions for Community Colleges, 1981
Defines marketing and discusses the eight steps of the marketing process. Emphasizes the necessity of having one individual or committee responsible for coordinating marketing functions. Notes that marketing's success depends on its acceptance by all levels of the institution. Lists the benefits of implementing marketing in a community college.…
Descriptors: Community Colleges, Declining Enrollment, Definitions, Program Development