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Strategic Marketing for Educational Institutions

Philip KotlerKaren F. A. Fox

出版	Prentice-Hall, 1985
主題	Education / GeneralEducation / Administration / GeneralEducation / FinanceEducation / Organizations & Institutions
ISBN	01385140389780138514037
URL	http://books.google.com.hk/books?id=3dWeAAAAMAAJ&hl=&source=gbs_api

註釋

Abstract: Applied in nature, the text is designed for educational administrators seeking to employ marketing principles to increase the effectiveness of the organization with which they are involved. The authors sequentially introduce and explain basic principles of marketing as this relate to educational institutions and demonstrate their applicability to achieving the objectives of the organization through the use of cases and examples. The book is divided into six parts. Part I introduces basic elements of understanding marketing and how it relates to educational institutions. Part II introduces a step-by-step process for developing and implementing a marketing plan. Topics covered by the chapters in Part II include the marketing planning process, environmental assessment, defining institutional resources and direction, and formulating a marketing strategy. Part II is devoted to helping the reader develop a working understanding of the concept of markets.