Strategic marketing for educational institutions:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs, NJ
Prentice-Hall
1995
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Hier auch später erschienene, unveränderte Nachdrucke |
| Beschreibung: | XII, 484 S. Ill., graph. Darst. |
| ISBN: | 0136689892 |
Internformat
MARC
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| 245 | 1 | 0 | |a Strategic marketing for educational institutions |c Philip Kotler ; Karen F. A. Fox |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Englewood Cliffs, NJ |b Prentice-Hall |c 1995 | |
| 300 | |a XII, 484 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Hier auch später erschienene, unveränderte Nachdrucke | ||
| 650 | 4 | |a Mercadeo de la educacion | |
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Datensatz im Suchindex
| _version_ | 1804124870281265152 |
|---|---|
| adam_text | Contents
Preface
ід?
РАНТІ
Understanding Marketing
1
1
The Education Marketplace
3
What is marketing? What is a marketing orientation?
Meeting customers wants and needs The evolution of
marketing by educational institutions Turmoil in the
education marketplace The sphere of marketing influence
What benefits can marketing provide? The plan of this
book Summary
2
Providing Quality Service,
Value, and Customer Satisfaction
31
Establish a climate of responsiveness Focus on customer
satisfaction Enhance customer value Create a quality-
delivery system in the institution Measure service quality
Benchmark with excellent organizations Improve service
quality Aim for continuous improvement Summary
PAKT
II
Planning Marketing
63
3
Identifying and Researching Marketing Issues
65
Identifying marketing issues Using the institution s
existing records Gathering marketing intelligence
Conducting marketing research Analyzing marketing
research data Summary
vi
CONTENTS
4
The Marketing Planning Process
93
Strategic marketing planning Steps in strategic marketing
The format of a marketing plan Marketing planning
systems Monitoring the marketing process Summary
5
Analyzing and Adapting to the Environment
118
Understanding the institution s macroenvironment
Scanning the environment The nature of environmental
forecasting Methods for identifying trends and events
Assessing trends and events Products of environmental
scanning/forecasting Adapting to the changing
environment Summary
6
Defining Institutional Resources and Direction
141
Assessing institutional resources Formulating goals
and objectives Summary
7
Formulating Marketing Strategy
162
Evaluating current offerings Identifying opportunities
Analyzing competition Positioning the institution
An example of strategy formulation Summary
PAKT
III
Understanding Markets
189
8
Measuring and Forecasting Market Size
191
Defining the market Measuring current market demand
Estimating total market demand Forecasting future
market demand Summary
9
Segmenting, Selecting, and Appealing to Markets
210
Segment the market Target selected segments
Develop and implement a positioning strategy Summary
10
Understanding Consumers
241
Choice, selectivity, and capacity Individual consumer
behamor.the school-choice process Organizational
buyer behavior Summary
CONTENTS
vii
PAKT
IV
Designing
Marketing
Programs
273
11
Designing Educational Programs
275
The nature of educational offerings The alignment
of current programs and services The program/service
life cycle The steps in new-program development
Adding or modifying other services Summary
12
Pricing Educational Programs
306
Pricing and institutional mission and goals
How customers look at price Institutional responses
on price and value Maximizing net tuition revenue
Determining cost-recovery prices for educational programs
Summary
13
Delivering Educational Programs and Services
329
The meaning of location What should be the institutions
delivery-system objectives? Should new facilities or
delivery systems be established? What are alternative ways
to expand geographically? Where should new facilities be
located? How can distance education and new technologies
be used? How should facilities function and feel ?
How can intermediaries be used? Summary
14
Communicating with Markets
349
Steps in planning effective communications Public
relations Marketing publications Advertising
The effective communications program Summary
PART V
Applying Marketing
389
15
Attracting and Retaining Students
391
The student-recruitment process Improving retention
Enrollment management Summary
viii CONTENTS
16
Attracting Financial Resources
432
Laying the groundwork for fund raising Setting
fund-raising goals Organizing for fund raising
Researching and approaching donor markets
Coordinating fund-raising activities Evaluating
fund-raising effectiveness Summary
PAKT
VI
Evaluating Marketing Activities
463
17
Evaluating Marketplace Performance
465
Marketing-effectiveness rating review The marketing audit
Summary
Index
475
|
| any_adam_object | 1 |
| author | Kotler, Philip 1931- Fox, Karen F. |
| author_GND | (DE-588)121409600 |
| author_facet | Kotler, Philip 1931- Fox, Karen F. |
| author_role | aut aut |
| author_sort | Kotler, Philip 1931- |
| author_variant | p k pk k f f kf kff |
| building | Verbundindex |
| bvnumber | BV010436768 |
| classification_rvk | DI 2000 QP 637 |
| ctrlnum | (OCoLC)318177436 (DE-599)BVBBV010436768 |
| dewey-full | 370.688 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 370 - Education |
| dewey-raw | 370.688 |
| dewey-search | 370.688 |
| dewey-sort | 3370.688 |
| dewey-tens | 370 - Education |
| discipline | Pädagogik Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV010436768 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:52:32Z |
| institution | BVB |
| isbn | 0136689892 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006955173 |
| oclc_num | 318177436 |
| open_access_boolean | |
| owner | DE-29 DE-945 DE-11 DE-473 DE-BY-UBG |
| owner_facet | DE-29 DE-945 DE-11 DE-473 DE-BY-UBG |
| physical | XII, 484 S. Ill., graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Prentice-Hall |
| record_format | marc |
| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Strategic marketing for educational institutions Philip Kotler ; Karen F. A. Fox 2. ed. Englewood Cliffs, NJ Prentice-Hall 1995 XII, 484 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Hier auch später erschienene, unveränderte Nachdrucke Mercadeo de la educacion Planificación educativa Relaciones publicas en centros docentes Bildungseinrichtung (DE-588)4145467-4 gnd rswk-swf Bildungswesen (DE-588)4006681-2 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Schule (DE-588)4053474-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Bildungswesen (DE-588)4006681-2 s Marketing (DE-588)4037589-4 s DE-604 Öffentlichkeitsarbeit (DE-588)4043188-5 s Schule (DE-588)4053474-1 s 1\p DE-604 Bildungseinrichtung (DE-588)4145467-4 s 2\p DE-604 Fox, Karen F. Verfasser aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006955173&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kotler, Philip 1931- Fox, Karen F. Strategic marketing for educational institutions Mercadeo de la educacion Planificación educativa Relaciones publicas en centros docentes Bildungseinrichtung (DE-588)4145467-4 gnd Bildungswesen (DE-588)4006681-2 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Schule (DE-588)4053474-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4145467-4 (DE-588)4006681-2 (DE-588)4043188-5 (DE-588)4053474-1 (DE-588)4037589-4 |
| title | Strategic marketing for educational institutions |
| title_auth | Strategic marketing for educational institutions |
| title_exact_search | Strategic marketing for educational institutions |
| title_full | Strategic marketing for educational institutions Philip Kotler ; Karen F. A. Fox |
| title_fullStr | Strategic marketing for educational institutions Philip Kotler ; Karen F. A. Fox |
| title_full_unstemmed | Strategic marketing for educational institutions Philip Kotler ; Karen F. A. Fox |
| title_short | Strategic marketing for educational institutions |
| title_sort | strategic marketing for educational institutions |
| topic | Mercadeo de la educacion Planificación educativa Relaciones publicas en centros docentes Bildungseinrichtung (DE-588)4145467-4 gnd Bildungswesen (DE-588)4006681-2 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Schule (DE-588)4053474-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Mercadeo de la educacion Planificación educativa Relaciones publicas en centros docentes Bildungseinrichtung Bildungswesen Öffentlichkeitsarbeit Schule Marketing |
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