Managing external relations

著者

    • Albrighton, Frank
    • Thomas, Julia

書誌事項

Managing external relations

edited by Frank Albrighton and Julia Thomas

（Managing universities and colleges : guides to good practice）

Open University Press, 2001

  • : hard
  • : pbk

大学図書館所蔵 件 / 全3件

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注記

Includes bibliographical references and index

内容説明・目次

巻冊次

: pbk ISBN 9780335207893

内容説明

Universities and colleges must pay attention to their external relations. They need good media coverage, successful fundraising, effective student recruitment and good relations with a wide range of groups. This book gives practical guidance on how to manage all areas of external relations: what to do and how to measure your success. The contributors are experienced practitioners who share their knowledge on everything from how to deal with the media to creating a web site, and from producing publications to advertising. For chief executives and senior managers, there is sound advice on how to organize the work efficiently. The world of marketing has arrived in higher education, with branding, positioning, market research and product truths now familiar concepts. The book cuts through the jargon and provides usable advice in an informed and informal way.

目次

Preface What is external relations for? A rose by any other name brand management and visual identity So that's what they think market research Impress to print publications Commercial breaks a planned approach to advertising Casting your net the internet and its role in university marketing 'Happy Days' or 'Nightmare on Fleet Street'? media relations Why aren't we speaking to each other? internal communications Guess who's coming to dinner? event management What are friends for? alumni relations Money, money, money managing the fundraising process Well connected organizational structure All together now a strategic institutional approach to integrated marketing A seat at the table performance measurement Appendices Bibliography Index.
巻冊次

: hard ISBN 9780335207909

内容説明

Universities and colleges must pay attention to their external relations. They need good media coverage, successful fundraising, effective student recruitment and good relations with a wide range of groups. This book gives practical guidance on how to manage all areas of external relations: what to do and how to measure your success. The contributors are experienced practitioners who share their knowledge on everything from how to deal with the media to creating a web site, and from producing publications to advertising. For chief executives and senior managers, there is sound advice on how to organize the work efficiently. The world of marketing has arrived in higher education, with branding, positioning, market research and product truths now familiar concepts. The book cuts through the jargon and provides usable advice in an informed and informal way.

目次

PrefaceWhat is external relations for?A rose by any other namebrand management and visual identitySo that's what they thinkmarket researchImpress to printpublicationsCommercial breaksa planned approach to advertisingCasting your netthe internet and its role in university marketing'Happy Days' or 'Nightmare on Fleet Street'?media relationsWhy aren't we speaking to each other?internal communicationsGuess who's coming to dinner?event managementWhat are friends for?alumni relationsMoney, money, moneymanaging the fundraising processWell connectedorganizational structureAll together nowa strategic institutional approach to integrated marketingA seat at the tableperformance measurementAppendicesBibliographyIndex.

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