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Peer reviewedWallingford, Harlan P.; Berger, Karen – Journal of Marketing for Higher Education, 1993
It is suggested that low-endowment private universities must apply better marketing techniques in strategic planning to ensure survival. Recommendations are made for using market research effectively, identifying new markets, and directing media communication accurately. The student's role as consumer is seen as the starting point for product and…
Descriptors: College Students, Consumer Economics, Endowment Funds, Higher Education
