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A Reconceptualization of the Marketing Mix: Using the 4 C's to Improve Marketing Planning in Higher Education

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  • D. J. Wasmer
  • James R. Williams
  • Julie Stevenson

Abstract

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.

Suggested Citation

  • D. J. Wasmer & James R. Williams & Julie Stevenson, 1997. "A Reconceptualization of the Marketing Mix: Using the 4 C's to Improve Marketing Planning in Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(2), pages 29-35, August.
    • Handle: RePEc:taf:jmkthe:v:8:y:1997:i:2:p:29-35
    DOI: 10.1300/J050v08n02_03
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    Cited by:

    1. Ruiz de Sabando, Amaia Lafuente & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The marketing orientation as a university management philosophy: a framework to guide its application," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    2. Hutchinson, Michael & Bennett, Gregg, 2012. "Core values brand building in sport: Stakeholder attitudes towards intercollegiate athletics and university brand congruency," Sport Management Review, Elsevier, vol. 15(4), pages 434-447.
    3. Gibbs, Paul, 2007. "Marketing and education -- A clash or a synergy in time?," Journal of Business Research, Elsevier, vol. 60(9), pages 1000-1002, September.
    4. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    5. Casidy, Riza, 2014. "The role of perceived market orientation in the higher education sector," Australasian marketing journal, Elsevier, vol. 22(2), pages 155-163.

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