ERIC Number: EJ456072
Record Type: Journal
Publication Date: 1990
Are U. S. Colleges and Universities Applying Marketing Techniques Properly and within the Context of an Overall Marketing Plan?
Goldgehn, Leslie A.
Journal of Marketing for Higher Education, v3 n1 p5-28 1990
A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit; and marketing director. Results indicate acceptance of the techniques but little consistency. (MSE)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A