A Reconceptualization of the Marketing Mix: Using the 4 C's to Improve Marketing Planning in Higher Education
<title>ABSTRACT</title> Institutions of higher learning have increasingly adopted marketing principles to achieve the institutions' objectives. However, direct application of the traditional marketing mix as characterized by the 4 P's can be problematic. This paper describes and illustrates the reconceptualization of the marketing mix to the 4 C's of Concept, Cost, Channel and Communication.
Year of publication: |
1997
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Authors: | Wasmer, D. J. ; Williams, James R. ; Stevenson, Julie |
Published in: |
Journal of Marketing for Higher Education. - Taylor & Francis Journals, ISSN 0884-1241. - Vol. 8.1997, 2, p. 29-35
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Publisher: |
Taylor & Francis Journals |
Saved in:
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