Selling higher education : marketing and advertising America's colleges and universities / Eric J. Anctil.

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 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.