Competing for students, money, and reputation
Subtitle: marketing the academy in the 21st century
By: by Larry D. Lauer
Contributors: Council for Advancement and Support of Education; Texas Christian University
Publisher: Council for Advancement and Support of Education
Published: 2002
Place of publication: Washington, D.C
Language: eng
Number of pages: 224
ISBN-13: 9780899643717
Subjects: Higher Education; Marketing; Universities and colleges
Other titles: Marketing the academy in the 21st century
Notes: "Texas Christian University."

Includes bibliographical references (pages 212-214) and index.
Table of contents: title: How students, fund raising, and media markets are changing; title: The thinking process; title: Adapting the basics of marketing; title: Taking a more strategic approach to communication; title: Organizing for effective marketing; title: Does size matter? How marketing works in different settings; title: Cost-effective market research; title: On a mission: Marketing inside the institution; title: Getting more visibility: the impact of marketing on the office of communication; title: Integrated marketing and managing issues; title: Building reputation: the power of branding; title: Marketing admissions; title: Integrated marketing and fund raising.