Selling Higher Education: Marketing and Advertising America's Colleges and Universities: ASHE Higher Education Report

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9780470437735: Selling Higher Education: Marketing and Advertising America's Colleges and Universities: ASHE Higher Education Report
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Confronting an era marked by dwindling support and increasedcompetition, it is incumbent on administrators and higher educationleaders at colleges and universities to broadcast who they are,what they do, and what makes them valuable. In his direct,unvarnished review of marketing higher education, Eric J. Anctiloffers a critical call to action for institutions who wish tocontinue and thrive in the business of higher education. Topicscovered include:

  1. Market Driven Versus Mission Driven
  2. Persuasion and Choice
  3. Marketing and Advertising Higher Education
  4. Marketing and Advertising the Intangible
  5. Market Differentiation
  6. Recommendations for Selling Higher Education
To be viable in the modern era, today's colleges and universitiesmust strike a balance among delivering sound academic programs,conducting and promoting research, and engaging with the communityas social institutions and places of higher learning -- while alsomeeting the contemporary challenges of running large organizationswith dwindling public support and greater competition from thefor-profit education sector. Colleges and universities that are notonly aware of this environment but also are savvy in the changingmarketplace increase their changes of establishing distinctionamong their peers.

Strong institutional identity requires clearly recognizing one'sorganizational strengths, effectively communicating how one isdifferent in a crowded marketplace, and building collaborativepartnerships both internally and externally to promote greaterawareness and recognition among key stakeholders. Strategicmarketing enables one to move from being simply driven bythe market to being savvy about it. This monograph is aninvaluable guide to that process.

This is the second issue in the 34th volume of the Jossey-Bassseries ASHE Higher Education Report. Each monographin the series is the definitive analysis of a tough highereducation problem, based on thorough research of pertinentliterature and institutional experiences. Topics are identified bya national survey. Noted practitioners and scholars are thencommissioned to write the reports, with experts providing criticalreviews of each manuscript before publication.

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About the Author:

Eric J. Anctil is assistant professor of education at the University of Portland.

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Eric J. Anctil
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ISBN 10: 0470437731 ISBN 13: 9780470437735
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Book Description John Wiley and Sons Ltd, United Kingdom, 2008. Paperback. Condition: New. Language: English. Brand new Book. Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. In his direct, unvarnished review of marketing higher education, Eric J. Anctil offers a critical call to action for institutions who wish to continue and thrive in the business of higher education. Topics covered include: Market Driven Versus Mission Driven Persuasion and Choice Marketing and Advertising Higher Education Marketing and Advertising the Intangible Market Differentiation Recommendations for Selling Higher Education To be viable in the modern era, today's colleges and universities must strike a balance among delivering sound academic programs, conducting and promoting research, and engaging with the community as social institutions and places of higher learning -- while also meeting the contemporary challenges of running large organizations with dwindling public support and greater competition from the for-profit education sector.Colleges and universities that are not only aware of this environment but also are savvy in the changing marketplace increase their changes of establishing distinction among their peers. Strong institutional identity requires clearly recognizing one's organizational strengths, effectively communicating how one is different in a crowded marketplace, and building collaborative partnerships both internally and externally to promote greater awareness and recognition among key stakeholders. Strategic marketing enables one to move from being simply driven by the market to being savvy about it. This monograph is an invaluable guide to that process. This is the second issue in the 34th volume of the Jossey-Bass series ASHE Higher Education Report . Each monograph in the series is the definitive analysis of a tough higher education problem, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication. Seller Inventory # AAH9780470437735

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Book Description John Wiley and Sons Ltd, United Kingdom, 2008. Paperback. Condition: New. Volume 34, Number 2. Language: English. Brand new Book. Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. In his direct, unvarnished review of marketing higher education, Eric J. Anctil offers a critical call to action for institutions who wish to continue and thrive in the business of higher education. Topics covered include: Market Driven Versus Mission Driven Persuasion and Choice Marketing and Advertising Higher Education Marketing and Advertising the Intangible Market Differentiation Recommendations for Selling Higher Education To be viable in the modern era, today's colleges and universities must strike a balance among delivering sound academic programs, conducting and promoting research, and engaging with the community as social institutions and places of higher learning -- while also meeting the contemporary challenges of running large organizations with dwindling public support and greater competition from the for-profit education sector.Colleges and universities that are not only aware of this environment but also are savvy in the changing marketplace increase their changes of establishing distinction among their peers. Strong institutional identity requires clearly recognizing one's organizational strengths, effectively communicating how one is different in a crowded marketplace, and building collaborative partnerships both internally and externally to promote greater awareness and recognition among key stakeholders. Strategic marketing enables one to move from being simply driven by the market to being savvy about it. This monograph is an invaluable guide to that process. This is the second issue in the 34th volume of the Jossey-Bass series ASHE Higher Education Report . Each monograph in the series is the definitive analysis of a tough higher education problem, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication. Seller Inventory # AAH9780470437735

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Book Description John Wiley and Sons Ltd, United Kingdom, 2008. Paperback. Condition: New. Volume 34, Number 2. Language: English. Brand new Book. Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. In his direct, unvarnished review of marketing higher education, Eric J. Anctil offers a critical call to action for institutions who wish to continue and thrive in the business of higher education. Topics covered include: Market Driven Versus Mission Driven Persuasion and Choice Marketing and Advertising Higher Education Marketing and Advertising the Intangible Market Differentiation Recommendations for Selling Higher Education To be viable in the modern era, today's colleges and universities must strike a balance among delivering sound academic programs, conducting and promoting research, and engaging with the community as social institutions and places of higher learning -- while also meeting the contemporary challenges of running large organizations with dwindling public support and greater competition from the for-profit education sector.Colleges and universities that are not only aware of this environment but also are savvy in the changing marketplace increase their changes of establishing distinction among their peers. Strong institutional identity requires clearly recognizing one's organizational strengths, effectively communicating how one is different in a crowded marketplace, and building collaborative partnerships both internally and externally to promote greater awareness and recognition among key stakeholders. Strategic marketing enables one to move from being simply driven by the market to being savvy about it. This monograph is an invaluable guide to that process. This is the second issue in the 34th volume of the Jossey-Bass series ASHE Higher Education Report . Each monograph in the series is the definitive analysis of a tough higher education problem, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication. Seller Inventory # LIE9780470437735

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Book Description Jossey-Bass. Paperback. Condition: New. 152 pages. Dimensions: 8.9in. x 5.8in. x 0.4in.Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. In his direct, unvarnished review of marketing higher education, Eric J. Anctil offers a critical call to action for institutions who wish to continue and thrive in the business of higher education. Topics covered include: Market Driven Versus Mission DrivenPersuasion and ChoiceMarketing and Advertising Higher EducationMarketing and Advertising the IntangibleMarket DifferentiationRecommendations for Selling Higher EducationTo be viable in the modern era, todays colleges and universities must strike a balance among delivering sound academic programs, conducting and promoting research, and engaging with the community as social institutions and places of higher learning -- while also meeting the contemporary challenges of running large organizations with dwindling public support and greater competition from the for-profit education sector. Colleges and universities that are not only aware of this environment but also are savvy in the changing marketplace increase their changes of establishing distinction among their peers. Strong institutional identity requires clearly recognizing ones organizational strengths, effectively communicating how one is different in a crowded marketplace, and building collaborative partnerships both internally and externally to promote greater awareness and recognition among key stakeholders. Strategic marketing enables one to move from being simply driven by the market to being savvy about it. This monograph is an invaluable guide to that process. This is the second issue in the 34th volume of the Jossey-Bass series ASHE Higher Education Report. Each monograph in the series is the definitive analysis of a tough higher education problem, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Seller Inventory # 9780470437735

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