MARC Record from marc_nuls

LEADER: 04129cam 22003854a 4500
001 9922727100001661
005 20150423145027.0
008 001108s2001 enka b 001 0 eng
010 $a 00065249
015 $aGBA1-X9539
019 $a46846869
020 $a0335207901
020 $a0335207898 (pbk.)
029 1 $aUKM$bbA1X9539
035 $a(CSdNU)u103218-01national_inst
035 $a(OCoLC)45356873
035 $a(Sirsi) 01-AAM-8672
040 $aDLC$cDLC$dUKM$dIXA$dC#P$dOrPss
042 $apcc
049 $aCNUM
050 00 $aLB2342.8$b.M36 2001
245 00 $aManaging external relations /$cedited by Frank Albrighton and Julia Thomas.
260 $aBuckingham [England] ;$aPhiladelphia :$bOpen University Press,$c2001.
300 $axvi, 170 p. :$bill. ;$c22 cm.
440 0 $aManaging universities and colleges
504 $aIncludes bibliographical references and index.
505 0 $aWhat is external relations for? / Frank Albrighton, Julia Thomas -- A rose by any other name: Brand management and visual identity / Frank Albrighton, Julia Thomas -- So that's what they think: Market research / Roger Stubbs -- The role of opinion research -- Examples of higher education research -- How does market research work? -- How to gather the information -- Qualitative research -- How to choose -- Whom to survey? The principles of sampling -- Formulating the questions to ask -- Market research 'deliverables' -- Cost-effectiveness of market research -- Impress in print: Publications / Frank Albrighton, Julia Thomas -- Who is in charge? -- Who is going to write it? -- Design: I know what I like -- Who shall we get to print it? -- Commercial breaks: A planned approach to advertising / Cyrrhian Macrae -- Effective advertising -- The role of research -- How to plan a campaign -- Setting your budget -- Achieving value for money -- A uniform approach -- Casting your net: The Internet and its role in education marketing / Michael Stoner -- Thinking across media -- Promoting a culture of change -- Developing a website that markets the institution effectively -- Other applications for the web: business processes and learning and teaching -- 'Happy Days' or 'Nightmare on Fleet Street'? Media relations / Peter Evans -- Uncertainties of the marketplace -- What the interviewer really wants -- Preparing for interviews -- Selecting your material -- Common problems -- The importance of pictures -- Can things go wrong? -- Why aren't we speaking to each other? Internal communications / Frank Albrighton, Julia Thomas -- Guess who's coming to dinner! Event management / Frank Albrighton, Julia Thomas -- What are friends for? Alumni relations / Reggie Simpson -- Organizational and budgetary considerations -- Building a programme -- When does it all begin? -- Future trends and scenarios -- Alumni and development -- Money, money, money: Managing the fundraising process / Elizabeth Smith -- The fundraising process -- Well connected: Organizational structure / Frank Albrighton, Julia Thomas -- All together now: A strategic institutional approach to integrated marketing / Larry D. Lauer -- Why now? -- How does integrated marketing relate to higher education? -- Developing a model at Texas Christian University -- Transforming institutions -- Marketing higher education as a way of thinking -- Integrated marketing communications -- Branding -- New focus on research -- Launching integrated marketing -- Integrated marketing and student recruiting -- Lessons about visibility -- Lessons for alumni and development programmes -- Integrated marketing and strategic planning -- Integrated marketing and the future of higher education -- A seat at the table: Performance measurement / James Mahoney.
650 0 $aUniversities and colleges$xPublic relations.
700 1 $aAlbrighton, Frank,$d1944-
700 1 $aThomas, Julia,$d1947-
948 $a04/08/2002$b05/22/2002
982 $aLB2342.8$a.M36$a2001
983 $a31786101612833
994 $a92$bCNU
999 $aLB2342.8 M36 2001$wLC$c1$i31786101612833$d10/26/2004$e10/15/2004 $f8/25/2004$g1$lCIRCSTACKS$mNULS$n1$rY$sY$tBOOK$u5/22/2002