Marketing in Higher Education: A Stage Model Concerning Where It's Been and Where It's Going.

Simmons, Jeanne M.; Laczniak, Gene R.

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Peer reviewed

ERIC Number: EJ447417

Record Type: CIJE

Publication Date: 1992

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0010-0889

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Marketing in Higher Education: A Stage Model Concerning Where It's Been and Where It's Going.

Simmons, Jeanne M.; Laczniak, Gene R.

College and University, v67 n1 p263-74 Sum 1992

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

Descriptors: Admission (School), Advertising, College Administration, College Choice, Colleges, Enrollment, Higher Education, Management Systems, Marketing, Models, Public Relations, Research, Student Recruitment, Trend Analysis, Universities

Publication Type: Journal Articles; Opinion Papers; Reports - General

Education Level: N/A

Audience: Administrators; Researchers; Practitioners

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

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