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[null,"1.","Record Nr.",null,"UNINA9910794209903321"]
[null,null,"Autore",null,"Flannery Teresa M. <1961->"]
[null,null,"Titolo",null,"How to market a university : building value in a competitive environment / / Teresa M. Flannery"]
[null,null,"Pubbl/distr/stampa",null,"Baltimore : , : Johns Hopkins University Press, , [2021]"]
[{"$nulls":4},"Â©2021"]
[null,null,"ISBN",null,"1-4214-4035-0"]
[null,null,"Descrizione fisica",null,"1 online resource (1 online resource.)"]
[null,null,"Collana",null,"Higher Ed leadership essentials"]
[null,null,"Disciplina",null,"378.0688"]
[null,null,"Soggetti",null,"Education, Higher - Marketing"]
[{"$nulls":4},"Universities and colleges - Administration"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,"Nota di contenuto",null,"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"]
[{"$nulls":4},"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"]
[null,null,null,"Sommario/riassunto","\"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\"--"]