Table of Contents

Executive Summary Foreword Acknowledgments 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 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 References Name Index Subject Index About the Author