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Selling higher education : marketing and advertising America's colleges and universities

Author: Eric J Anctil
Publisher: San Francisco : Jossey-Bass, ©2008.
Series: ASHE higher education report, v. 34, no. 2.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
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OL {list-style:disc}P:{margin-left 60px} Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and  Read more...

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Additional Physical Format: Online version:
Anctil, Eric J.
Selling higher education.
San Francisco : Jossey-Bass, c2008
(OCoLC)622396019
Document Type: Book
All Authors / Contributors: Eric J Anctil
ISBN: 9780470437735 0470437731
OCLC Number: 257164469
Description: xv, 121 p. ; 23 cm.
Contents: Market driven versus mission driven --
Market driven and mission driven --
Purpose and structure of the monograph --
Significance to higher education study and practice --
Persuasion and choice --
College choice --
Beyond college choice: building trust and engaging stakeholders --
Elaboration likelihood model --
Marketing and advertising higher education --
Brief history --
Competition from for-profit higher education --
The changing marketplace --
Marketing and advertising the intangible --
Images of colleges and universities --
Branding --
Advertising the brand --
Brand communities --
Slogans and logos --
Market differentiation --
Market differentiation at work in higher education --
Promotional materials and communication --
Recommendations for selling higher education --
Collaborative partners --
Strategic marketing plans for higher education --
Relationship marketing --
Importance of internal marketing --
Summary and conclusions.
Series Title: ASHE higher education report, v. 34, no. 2.
Responsibility: Eric J. Anctil.
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