Selling higher education
Subtitle: marketing and advertising America's colleges and universities
By: Eric J. Anctil.
Series: ASHE higher education report -- v. 34, no. 2; Jossey-Bass higher and adult education series
Publisher: Jossey-Bass
Published: 2008
Place of publication: San Francisco
Language: eng
Number of pages: 121
ISBN-13: 9780470437735
Subjects: Education, Higher -- Marketing.; Universities and colleges -- Public relations.; Education, Higher -- Economic aspects.; Marketing.
Notes: Includes bibliographical references (p. 101-110) and index.
Table of contents: title: Market driven versus mission driven; title: Market driven and mission driven; title: Purpose and structure of the monograph; title: Significance to higher education study and practice; title: Persuasion and choice; title: College choice; title: Beyond college choice: building trust and engaging stakeholders; title: Elaboration likelihood model; title: Marketing and advertising higher education; title: Brief history; title: Competition from for-profit higher education; title: The changing marketplace; title: Marketing and advertising the intangible; title: Images of colleges and universities; title: Branding; title: Advertising the brand; title: Brand communities; title: Slogans and logos; title: Market differentiation; title: Market differentiation at work in higher education; title: Promotional materials and communication; title: Recommendations for selling higher education; title: Collaborative partners; title: Strategic marketing plans for higher education; title: Relationship marketing; title: Importance of internal marketing; title: Summary and conclusions.