TITLE

Learning by Doing

AUTHOR(S)
Schultz, Don E.
PUB. DATE
November 2006
SOURCE
Marketing Management;Nov/Dec2006, Vol. 15 Issue 6, p12
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses a research paper by Irene Ng and Jeannie Forbes on Exeter University entitled "Education as Service: The Understanding of University Experience Through the Service Logic. " The paper, which was presented at the 2006 Ninth International Research Seminar in Services Management, approached the marketing of universities with a services approach. Because universities can't utilize the traditional marketing focuses of product, price, place, and promotion, they must promote themselves as a service in order to establish a brand.
ACCESSION #
23008448

 

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