Make integrated marketing work in your institution.
In this groundbreaking book, marketing expert Larry Lauer shows you how to integrate marketing activities throughout your institution to ensure that you survive—and thrive—in an increasingly competitive environment. Whether you’re marketing a large public university, small private college, or an independent school, integrated marketing is one of the most powerful concepts in education today. And this book is packed with a wealth of practical insight, including how to do the following:
establish a strategic marketing force and identify market segments
design participatory planning processes that engage everyone
motivate leaders to revitalize and inspire institutional achievement
conduct audits, surveys, and focus group research
make the right things happen in your organization
In 20 information-packed chapters, this comprehensive book covers the topics your organization needs to know to harness integrated marketing.
About the Author
Larry D. Lauer
Larry D. Lauer became Texas Christian University's first vice chancellor for government affairs in 2009. He is also distinguished professor of strategic communication at TCU's Schieffer School of Journalism and an adjunct fellow at the Center for Strategic and International Studies (CSIS) in Washington, D.C. He directed the Commission on the Future of TCU, the institution's strategic planning project, in 2000. Lauer has worked with more than 40 campuses on integrated marketing and strategic communication initiatives in the United States, Canada, Mexico, South America, Australia, South Africa, the Caribbean, the U.K., Europe and Singapore. He was founding chairman of CASE's Advanced Seminar on Integrated Marketing and has been widely published.
Published: 2002 Format: Softcover
Number of Pages: 224 Dimensions:
8 x 8
"... a must-read for college and university administrators and faculty." —Jack R. Ohle, president, Wartburg College, and chair, CASE Board of Trustees
"Larry's ability to take the theories and concepts and give them a very down-to-earth, practical feel is gratefully appreciated."—John M. Thomas, headmaster, Saint Mary's Hall, San Antonio