TY  - BOOK
AU  - Flannery,Teresa M.
TI  - How to market a university: building value in a competitive environment 
T2  - Higher Ed leadership essentials
SN  - 9781421440354
AV  - LB2342 .H698 2021
KW  - Education, Higher
KW  - Marketing
KW  - Universities and colleges
KW  - Administration
KW  - Electronic Books
N1  - 2; Intro --; Contents --; Preface --; Acknowledgments --; Introduction. Why Marketing? --; 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? --; 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure --; 3. The Foundation: Market Research to Assess the Current Brand and Set Goals --; 4. What's the Big Idea? Developing Brand Strategy and Expression --; 5. Integration of the Brand across the Institution --; 6. Digital U: Marketing Higher Education in a Digital World --; 7. Measuring Results and Progress; 8. Marketing Investment and Return on Investment --; 9. The Future of Higher Education Marketing --; Notes --; Index --; A --; B --; C --; D --; E --; F --; G --; I --; K --; L --; M --; N --; O --; P --; Q --; R --; S --; T --; U --; V --; W --; Y; 2; b
N2  - "This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"--
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2623223&site=eds-live&custid=s3260518
ER  -