Chapters in this book address issues of campus leadership, market research, developing a strong image, market research, market segmentation, and developing and implementing an integrated marketing plan. Many of the ideas contained in this guidebook are not new, but the Servier does a nice job of identifying some of the practical reasons that enrollment managers encounter in trying to implement a marketing plan. Marketing decisions must be founded upon reliable information. A legitimate environmental audit, assessment of educational need, institutional self-study, and perception and positioning studies must be undertaken. A confusion between stakeholders and customers.
Customers are the people who pay bills.
It is the job of the organization to meet the needs of its customers. However, if the institution is preoccupied with keeping stakeholders happy, it is likely that the needs and interests of the customer will be either ignored or shortchanged. The book includes an excellent chapter on market research. It does a nice job of describing the kinds of marketing questions that lend themselves to qualitative research as well as those questions that are better suited for quantitative research methods. The chapter on market segmentation is also an excellent resource on the fundamentals of this approach to marketing.