| Description |
viii, 147 pages : illustrations ; 24 cm |
| Series |
Creating success.
|
| Contents |
1. Introduction -- 2. The marketing audit -- 3. Market and consumer research -- 4. Market segmentation, 'taking a position' and seeking differentiation -- 5. Programme design -- 6. Pricing educational programmes -- 7. Promotions - advertising, direct mail and exhibitions -- 8. Public relations -- 9. Student recruitment -- 10. Fund-raising -- 11. E-education |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Universities and colleges -- Marketing.
|
|
Education, Higher -- Marketing.
|
| Author |
Knapp, Michael.
|
| LC no. |
00002177 |
| ISBN |
0749432942 paperback |
|
