CHI TIẾT NGHIÊN CỨU …

Tiêu đề

Improve your marketing results by asking peter F. Drucker's “five most important questions”

Tác giả

Rossum C.; Baum G.

Năm xuất bản

2001

Source title

Journal of Marketing for Higher Education

Số trích dẫn

DOI

10.1300/J050v10n03_04

Liên kết

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85023546133&doi=10.1300%2fJ050v10n03_04&partnerID=40&md5=110dcfab81e687f690888e420614da85

Tóm tắt

This case study focuses on the Office of Marketing Public Relations at Claremont McKenna College, a highly-selective liberal arts college located in Claremont, California. It demonstrates how Geoffrey Baum, its new PR Director used the five Drucker Tool questions to improve significantly both the image of “marketing” on campus and awareness of the College among its key constituencies. It concludes with a re-evaluation of the initial marketing strategy, based on the growing importance of the internet and Baum's current “customer” perspective as Executive Producer at C-SPAN. The methodology and analytical process is based on the extensive research conducted by Constance Rossum in her Ph.D. dissertation study of eight nonprofits (including three in higher education). It utilizes the Drucker Self-Assessment Tool she developed in 1993, on behalf of the Drucker Foundation for Nonprofit Management, based on the management principles of Peter F. Drucker. © 2001 by Taylor and Francis Group, LLC.

Từ khóa

Tài liệu tham khảo

Phd, Dissertation, Claremont Graduate University, (1998); Drucker P.F., Served as a member of her dissertation committee, Drucker Foundation Self-Assessment Tool for Nonprofit Organizations; Drucker's P.F., Seminal work, Management: Tasks, Responsibilities, Practices, pp. 74-94, (1973); Drucker D., Managing the Nonprofit Organization: Principles and Practices, (1990); Kotler P., Alan R., Andreasen, Strategic Marketing for Nonprofit Organizations, pp. 44-53, (1996); Andreasen A.R., Nonprofits: Check your attention to customers, Harvard Business Review (May-June, 1982, pp. 105-110; Cameron K.S., Bilimoria D., Assessing effectiveness in higher education, The Review of Higher Education, 9, 1, pp. 101-118, (1985); Edward Freeman R., Strategic Management, (1984); Kotler K., Andreasen A., Strategic Marketing for Nonprofit Organizations, pp. 44-53; Andreasen A., pp. 105-110; The Tragedy of American Compassion, (1992); Cameron C., Bilimoria B., pp. 101-118; Drucker P.F., The Effective Executive, (1966); Drucker P.F., Served as a member of her dissertation committee, Drucker Foundation Self-Assessment Tool for Nonprofit Organizations, (1993); Drucker's P.F., Seminal work, Management: Tasks, Responsibilities, Practices, pp. 74-94, (1973); Drucker D., Managing the Nonprofit Organization: Principles and Practices, (1990); Kotler P., Andreasen A.R., Strategic Marketing for Nonprofit Organizations, pp. 44-53, (1996); Andreasen A.R., Nonprofits: Check your attention to customers, Harvard Business Review, pp. 105-110, (1982); Cameron K.S., Bilimoria D., Assessing effectiveness in higher education, The Review of Higher Education, 9, 1, pp. 101-118, (1985); Edward Freeman R., Strategic Management, (1984); Kotler K., Andreasen A., Strategic Marketing for Nonprofit Organizations, pp. 44-53; Andreasen A., pp. 105-110; Olasky M., The Tragedy of American Compassion, (1992); Cameron C., Bilimoria B., pp. 101-118; Peter F., Drucker, The Effective Executive, (1966)