- 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
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.