Between the lines. (In The News).Competing for Students, Money, and Reputation: Marketing the Academy in the 21st Century By Larry Lar´ry n. 1. Same as Lorry, or Lorrie. D. Lauer, CASE (Washington, DC) 2002; 224 pp. $54.95 (member price). Seven years ago, Texas Christian University Texas Christian University, at Fort Worth; Christian Church (Disciples of Christ); coeducational; opened 1873 at Thorp Spring, chartered 1874 as Add Ran Male and Female College. It assumed its present name in 1902 and moved to Fort Worth in 1910. launched an extensive integrated marketing campaign to reinvigorate re·in·vig·o·rate tr.v. re·in·vig·o·rat·ed, re·in·vig·o·rat·ing, re·in·vig·o·rates To give new life or energy to. re funding and support for the school's athletic programs. It didn't take long to realize that the same process could be applied to the university as a whole. Competing for Students is a distillation distillation, process used to separate the substances composing a mixture. It involves a change of state, as of liquid to gas, and subsequent condensation. The process was probably first used in the production of intoxicating beverages. of TCU's examination of successful marketing techniques. Clearly written, it is packed with practical "been there, done that" wisdom on topics ranging from planning media campaigns and enhancing community/ alumni relations, to marketing admissions, conducting focus groups, and managing crises. Of special interest is a section devoted to evaluating the results of a school's marketing efforts to fine-tune its message. Order online at www.case.org/books. |
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