This analysis uncovers mixed reactions to increased marketing efforts in Extension programs, suggesting implications for resource management.
Amid the survival frenzy of dealing with decreased funding, Extension professionals are being encouraged to aggressively market their programs and organizations.The reaction of Extension field staff to increased marketing efforts is mixed.Some staff arriving at marketing training workshops are hopeful that increased "media visibility" will increase their leverage with funding sources.Other staff express fear that subsequent marketing efforts may be "too successful."They foresee vast new audiences overloading limited Extension programming time and resources.
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Bruce DeYoung (1988) studied this question.
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