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An Integrated Marketing Workbook for Colleges and Universities.

By Robert A. Sevier, Strategy Publishing, 2003, 239 pp., $39.95

Universities can easily spend large sums of money on their marketing efforts, but how can they be sure that they are getting the biggest impact from their investment? One way is by constructing an integrated marketing plan, a plan based on conducting market research and using the results to craft marketing strategies aimed at specific segments of the target audience. Universities interested in this approach will want to provide their planning team with this workbook, by University Business columnist Robert Sevier. It's a step-by-step guide to investigating, creating, and implementing an integrated marketing plan. Checklists, worksheets, and discussion questions ensure that nothing in the process is left to chance.
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Author:Lorenzetti, Jennifer Patterson
Publication:University Business
Date:Feb 1, 2004
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