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Contents |
An introduction to marketing -- Planning to plan -- The situation analysis -- Methods of data collection -- Understanding the dynamics of the marketplace -- Developing marketing goals and objectives -- The marketing operations plan -- Developing the marketing mix -- Direct mail marketing tactics -- Off-campus marketing tactics -- Public relations, display advertising, and the Internet -- On-campus marketing tactics -- Retention tactics -- A case study. |
General note | Includes index. |
LCCN | 99066295 |
ISBN | 0967392209 |