ERIC Number: ED351791
Record Type: RIE
Publication Date: 1991
The Next Marketing Handbook for Independent Schools.
Cowan, Rick, Ed.
Suggestions for marketing independent schools are presented in this handbook, which revolves around the basic marketing model of defining mission/strategy, using the "5 P's" (product/services, price, place, production/delivery, promotion) and monitoring. Chapters by 18 contributors offer information on the following topics: basic marketing theory, morality in marketing, using marketing research, face-to-face marketing, putting life into admission publications, managing institutional identity, public relations, targeting print advertising, audiovisual marketing, information systems and enrollment management, the roles of the trustee and teachers in marketing, working with a marketing consultant, multicultural marketing, and understanding the international market. Appendices contain summaries of extensive marketing research conducted by the National Association of Individual Schools (NAIS). (LMI)
Descriptors: Admission (School), Elementary Secondary Education, Enrollment, Higher Education, Institutional Advancement, Marketing, Private Education, Private Schools, Public Relations, Publicity, Selective Admission, Student Recruitment
National Association of Independent Schools,75 Federal Street, Boston, MA 02110.
Publication Type: Guides - Non-Classroom; Collected Works - General
Education Level: N/A
Authoring Institution: National Association of Independent Schools, Boston, MA.