Strategic Marketing for Educational Institutions (Second Edition)

Author: (American) Philip
Publisher:
Publish Date: 2005-06-01
Features: Want to attract the best students? Want to hire the most outstanding teachers? Want to attract the most powerful investors? This book will tell you how to do it!
Target Audience: Marketing professionals in various educational institutions (with or without academic qualifications, for-profit or non-profit) (e.g., principals, admissions directors, public relations directors, human resources departments, external relations and public relations directors, fundraising directors, etc.). This is a specialized industry marketing book for global educational institutions, written by the father of modern marketing, Philip Kotler. At this moment, presenting this book to the various educational institutions in China, which are gradually marketizing, is most timely! — Qu Yunbo, Editor-in-Chief of "Paili Marketing Thought Bank"
"This is a great work that will undoubtedly change the marketing of higher education and even directly bring this field into the 21st century. I am deeply impressed by this book's detailed case study methods and its contributions to higher education marketing and enrollment management theory." — John Maguire, Chairman of Maguire Associates, Massachusetts
"Today, every developing professional should know and understand marketing. This book is of great significance to these professionals. It is a book worth keeping close to your desk and referring to frequently!" — Maureen McNulty, Deputy Director of External Relations, Stanford University School of Education
This book is written for scholars and practitioners in the education sector who want to understand what marketing is, how marketing can bring greater efficiency to educational institutions, and how educational institutions can engage in marketing. This revised edition, like the previous one, elaborates on the marketing of educational institutions and its key activities in a deep context.
· Emphasizes quality, including service quality.
· Emphasizes cost-effectiveness research, providing a profound understanding and insight into the marketing problems of educational institutions, laying a foundation for developing effective strategies.
· Focuses on the marketing process based on strategic formulation.
· Explains how to predict market demand using tools instead of guessing.
· Clarifies an effective and systematic method for developing and testing various new educational products.
· Novelty — Focuses on direct mail marketing, including the principles of effective use of direct mail.
· Novelty — 80% of the article materials are new or revised.
· Novelty — Describes the marketing problems faced by educational institutions in the 1990s and applies the newest statistical methods.
· Novelty — Includes more examples of using marketing research tools in practical operations.
· Novelty — Focuses on educational institutions as service providers.