A STRATEGIC APPROACH TO MARKETING A UNIVERSITY
PETER DOYLE
(Professor of Marketing, Bradford University, U.K. Previously with the London Business School, he holds the degrees of M.A. (Manchester) and Ph.D. (Carnegie — Mellon).)
GERALD D. NEWBOULD
(Policy Adviser, Department of Health, Education and Welfare, Washington D.C. whilst on leave from the Department of Finance, Cleveland State University, where he is Professor and Chairman. He holds the degrees of B.Com. (Birmingham), M.A. (Sheffield) and Ph.D. (Liverpool).)
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Abstract
The environment in which U.S. universities operate is expected to become more difficult. This paper translates the marketing function, as developed for business, into a university setting. The recommendation is that universities need to revise management priorities; in particular: more responsiveness to the market, and, a shift from concern for internal efficiency to a concern for organizational effectiveness.
Citation
DOYLE, P. and NEWBOULD, G.D. (1980), "A STRATEGIC APPROACH TO MARKETING A UNIVERSITY", Journal of Educational Administration, Vol. 18 No. 2, pp. 254-270. https://doi.org/10.1108/eb009831
Publisher
:MCB UP Ltd
Copyright © 1980, MCB UP Limited