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Direct linkKotler, 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
Download full textKeim, 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
