Contents

from Thomas J. Hayes, Marketing Colleges and Universities: A Services Approach (CASE 2009)

Acknowledgments

1. Marketing 101
2. Making the Big Decision
3. The Challenge: Delivering Higher-Quality Service in Higher Education
4. Building the University's Marketing Efforts
5. Acquiring and Using Marketing Information for Strategic Decision Making
6. Strategic Planning and Organization
7. Segmentation
8. The 4 Ps
9. The 3 Ps of Service
10. Retention and Relationship Strategies
11. The Future of Marketing for Higher Education

Notes

Index

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