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Business Lessons for Higher Education Marketing


  • Ruth Gannon Cook

    (DePaul University School for New Learning, USA)

  • Kathryn Ley

    (University of Houston Clear-Lake, USA)


Today, recent business marketing approaches that depend upon market analysis and planning have stimulated the growth of marketing firms that offer sophisticated quantitative market analyses in order to identify an organization’s potential and current customers and their needs. This analysis contrasts educational service provider to enrollment outcomes at two nonprofit higher education institutions. The authors’ data indicates securing educational marketing services may be a costly approach in order to attract and keep customers or students.

Suggested Citation

  • Ruth Gannon Cook & Kathryn Ley, 2011. "Business Lessons for Higher Education Marketing," International Journal of Technology and Educational Marketing (IJTEM), IGI Global, vol. 1(1), pages 60-66, January.
  • Handle: RePEc:igg:jtem00:v:1:y:2011:i:1:p:60-66

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