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University Marketing Mistakes: 50 Pitfalls to AvoidRoy D. Adler, Thomas Hayes
Softcover
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This book contains 50 cases illustrating university and college marketing mistakes. These are real instances at real institutions, although the names, places and people are changed to protect the innocent (or guilty, depending on your point of view).
But make no mistake. These cases are actual situations. And each is followed by an analysis and steps to fix the problem—a marketing lesson. Topics include:
- Identifying differential advantage and target market
- Building and maintaining brand equity
- Selecting and communicating your message
- Using the Web
- Recruiting students
- Dealing with parents and alumni
About the Authors
Roy D. Adler
Roy D. Adler, professor of marketing at Pepperdine University, has written two previous books and many articles on marketing. Thomas J. Hayes, professor of marketing at Xavier University in Cincinnati, founded the Symposium for the Marketing of Higher Education in 1988 and is a member of the CASE Commission on Communications and Marketing. He is a frequent speaker at CASE conferences and is a partner at SimpsonScarborough.
Thomas Hayes
Tom Hayes is vice president and partner at SimpsonScarborough and a professor of marketing at Xavier University in Ohio, where he has taught for more than 30 years. He has also served as chair of the marketing department and as the director of institutional advancement. Before taking on the responsibilities of department chair, he served as vice president of research services at Qualitative Associates, a full-service qualitative research firm in Cincinnati.
Publisher: CASE
Published: 2008
Format: Softcover
Number of Pages: 127
Dimensions:
5.5 x 8
Item: 28348
Testimonial
"A thoroughly enjoyable read with loads of good information, and plenty of laughs to boot." —Graham Garner, director of university relations, Idaho State University
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