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Strategic marketing for educational institutions

Author: Philip Kotler; Karen F A Fox
Publisher: Upper Saddle River (NJ) : Prentice-Hall ; [Harlow] : Pearson Education, 2002.
Edition/Format:   Print book : English : 2nd ed., #a #Pearson Education print on demand edView all editions and formats
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This book reflects a strategic planning perspective and is sequenced to provide readers with a cumulative understanding of marketing and ability to apply these ideas directly to their own educational  Read more...

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Genre/Form: Priročniki
Document Type: Book
All Authors / Contributors: Philip Kotler; Karen F A Fox
ISBN: 0136689892 9780136689898
OCLC Number: 440668754
Description: XII, 484 str. : tabele ; 23 cm.
Contents: 1. The Education Marketplace. 2. Providing Quality Service, Value, and Customer Satisfaction. 3. Identifying and Researching Marketing Issues. 4. The Marketing Planning Process. 5. Analyzing and Adapting to the Environment. 6. Defining Institutional Resources and Direction. 7. Formulating Market Strategy. 8. Measuring and Forecasting Market Size. 9. Segmenting, Selecting, and Appealing to Markets. 10. Understanding Consumers. 11. Designing Educational Programs. 12. Pricing Educational programs. 13. Delivering Educational Programs and Services. 14. Communicating with Markets. 15. Attracting and Retaining Students. 16. Attracting Resources. 17. Evaluating Marketing Performance.
Responsibility: Philip Kotler, Karen F. A. Fox.

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