Literaturnachweis - Detailanzeige
| Autor/in | Evans, Ian G. |
|---|---|
| Titel | Marketing for schools. |
| Quelle | London u.a.: Cassell (1995), IX, 149 S. |
| Beigaben | Literaturangaben 43; Grafiken |
| Zusatzinformation | Inhaltsverzeichnis |
| Sprache | englisch |
| Dokumenttyp | gedruckt; Monographie |
| ISBN | 0-304-33253-4 |
| Schlagwörter | Bildungsmanagement; Öffentlichkeitsarbeit; Schule; Marketing; Marktpsychologie; Werbung; Wettbewerb; Information; Großbritannien |
| Abstract | The 1980 Education Act gave parents the right to express a preference for the school which they would like their children to attend; and schools now receive funding in relation to the number of pupils they have enrolled. In order to guarantee their funding, therefore, schools have to compete to attract pupils. Marketing can no longer be a neglected part of a school or college's activities... For readers new to the topic of marketing, part 1 [of the book] takes them through the basic principles as they apply to schools. The text discusses the different philosophies of marketing and introduces the basic concepts of supply and demand, segmentation and buying behaviour. Part 2 provides more advanced approaches and practical tools, with real examples of marketing. It suggests how a school can carry out marketing research, a marketing audit and strategic analysis and planning. Finally, the text examines some of the alternative approaches to designing strategies and the individual components such as developing new products, communications and pricing. (DIPF/ Umschlagtext). |
| Erfasst von | DIPF | Leibniz-Institut für Bildungsforschung und Bildungsinformation, Frankfurt am Main |
| Update | 1998_(CD) |
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