Customer-Oriented Higher Education Marketing

Author: Yuan Guohua (Compiler)
Publisher:
Publish Date: 2006-07-01
Features: This book starts with the service attributes, non-profit nature, and quasi-public product characteristics of higher education, providing a comprehensive review of the background and evolution of higher education marketing both domestically and internationally. It employs new theories and methods from management, higher education studies, social exchange theory, service marketing, internal marketing, and relationship marketing, combined with the realities of China's higher education to construct a theoretical framework for customer-oriented higher education marketing research. The book proposes strategies for expanding the customer market of higher education institutions, clarifies the meaning of customer orientation in higher education marketing, and, referencing the CSI logic model and the characteristics of higher education service products, introduces a multi-dimensional comprehensive indicator system for evaluating college student satisfaction and an empirical analytical method for college student satisfaction. It discusses the marketing strategies and tactics of higher education institutions, emphasizing the integrated approach of higher education marketing as a trinity of student recruitment, fundraising, and image building. The book explores the necessity, feasibility, and obstacles of conducting theoretical research and practice in higher education marketing in China, along with countermeasures. This book can serve as a reference for teachers and researchers in higher education studies, marketing, and management, particularly those in non-profit organization marketing and public administration. It can also be used as a textbook for students in higher education management and non-profit organization marketing. Additionally, it is suitable for use by admissions, fundraising, and alumni liaison personnel in various higher education institutions.