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Designing and using market research

Author: Robert S Lay; Jean J Endo
Publisher: San Francisco : Jossey-Bass Inc., 1987.
Series: New directions for institutional research, no. 54.; Jossey-Bass higher education series.
Edition/Format:   Print book : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Online version:
Designing and using market research.
San Francisco : Jossey-Bass Inc., 1987
(OCoLC)610209129
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Robert S Lay; Jean J Endo
ISBN: 1555429653 9781555429652
OCLC Number: 15956525
Description: 120 pages : illustrations ; 23 cm.
Contents: Viewing the world without ivy-covered glasses / Larry H. Litten --
Exploring institutional images through focus group interviews / Trudy H. Bers --
Assessing the market potential for new programs / Richard A. Voorhees --
Describing patterns of competition / Glenwood L. Rowse --
Positioning and trade-off analysis / Eric Straumanis --
Balancing price and value / David L. Brodigan --
Identifying market segments / Julie Wakstein --
Developing and implementing a marketing plan / Byron G. McCalmon --
Selected references on market research in higher eeducation / Jean J. Endo, Robert S. Lay.
Series Title: New directions for institutional research, no. 54.; Jossey-Bass higher education series.
Responsibility: Robert S. Lay, Jean J. Endo, editors.

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