An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education

Autor/in	Edmiston-Strasser, Dawn M.
Titel	An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education
Quelle	In: Journal of Marketing for Higher Education, 19 (2009) 2, S.142-165 (24 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
Schlagwörter	Higher Education; Public Colleges; Student Recruitment; Institutions; Systems Approach; Leadership; Interpersonal Communication; Organizations (Groups); Communication Strategies + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Systemischer Ansatz; Führung; Führungsposition; Interpersonale Kommunikation; Kommunikationsstrategie
Abstract	This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by "U.S. News & World Report." To further examine the findings of the survey, qualitative interviews were conducted with nine of the survey respondents. A four stage integrated marketing communication framework, based on studies of the American Productivity and Quality Center, served as the foundation for the research. The findings revealed the importance of leadership and formal communication mechanisms and demonstrated that integrated marketing communication strengthens branding. (Contains 3 tables.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10