In a recent survey of continuing and professional education leaders, the University Continuing Education Association (UCEA) reported that marketing budgets are steadily rising with institutions spending an average of $319 million on an integrated marketing mix that targets would-be students. What the numbers do not tell is the potential benefit of…

Trends in service marketing are explored as they relate to strategic vision, operational and organizational changes, and marketing tactics. Discussion includes the need for a market-driven culture, the use of training and incentives, the role of product management, and the significance of "mood." (Author/AEF)