Wasmer, D. J.; Williams, James R.; Stevenson, Julie - In: Journal of Marketing for Higher Education 8 (1997) 2, pp. 29-35
<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...