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Market driven versus mission driven -- Market driven and mission driven -- Purpose and structure of the monograph -- Significance to higher education study and practice -- Persuasion and choice -- College choice -- Beyond college choice: building trust and engaging stakeholders -- Elaboration likelihood model -- Marketing and advertising higher education -- Brief history -- Competition from for-profit higher education -- The changing marketplace -- Marketing and advertising the intangible -- Images of colleges and universities -- Branding -- Advertising the brand -- Brand communities -- Slogans and logos -- Market differentiation -- Market differentiation at work in higher education -- Promotional materials and communication -- Recommendations for selling higher education -- Collaborative partners -- Strategic marketing plans for higher education -- Relationship marketing -- Importance of internal marketing -- Summary and conclusions.
Table of Contents for: Selling higher education : marketing and