Literaturnachweis - Detailanzeige
| Autor/inn/en | Wasmer, D. J.; Williams, James R.; Stevenson, Julie |
|---|---|
| Titel | A Reconceptualization of the Marketing Mix: Using the 4 C's To Improve Marketing Planning in Higher Education. |
| Quelle | In: Journal of Marketing for Higher Education, 8 (1997) 2, S.29-35Infoseite zur Zeitschrift |
| Sprache | englisch |
| Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
| ISSN | 0884-1241 |
| Schlagwörter | Leitfaden; Business Administration; College Planning; Costs; Higher Education; Information Dissemination; Institutional Advancement; Marketing; Program Development; Student Recruitment |
| Abstract | Higher education institutions have increasingly adopted marketing principles to achieve institutional objectives. However, direct application of the traditional marketing mix as characterized by four P's (product, price, place, promotion) can be problematic. A reconceptualization of the marketing mix applies four C's: concept (mix of goods and services); cost; channel (program timing and location); and communication. (MSE) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2004/1/01 |
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