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Keywords: Education
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Journal Articles
The largest segments that should not be served: higher education marketing serving the growing slacker segment
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2008) 25 (6): 378–380.
Published: 12 September 2008
...Herbert Jack Rotfeld Purpose The purpose of this paper is to recognize how common practices of selling textbooks to university educators provide the tools for the faculty to minimize their teaching efforts. When coupled with higher education practices that see students as customers...
Journal Articles
Misplaced marketing: When marketing misplaces the benefits of education
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1999) 16 (5): 415–417.
Published: 01 October 1999
...Herbert Jack Rotfeld Comments on the frequent inappropriateness of marketing education. Also addresses some of the inappropriate methods of marketing schools. Considers that certain schools that are unable to attract top students are tempted to misplace marketing by focusing the attention...
