Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Marketing In Higher Education: A Stage Model Concerning Where It's Been And Where It's Going, Jeanne M Simmons, Gene R. Laczniak
Marketing In Higher Education: A Stage Model Concerning Where It's Been And Where It's Going, Jeanne M Simmons, Gene R. Laczniak
Marketing Faculty Research and Publications
The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)