American Association of Collegiate Registrars and Admissions Officers
College and University
The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)
Simmons, Jeanne M and Laczniak, Gene R., "Marketing in Higher Education: A Stage Model Concerning Where It's Been and Where It's Going" (1992). Marketing Faculty Research and Publications. 195.