A Reconceptualization of the Marketing Mix: Using the 4 C's to Improve Marketing Planning in Higher Education

D. J. Wasmer, James R. Williams and Julie Stevenson

Journal of Marketing for Higher Education, 1997, vol. 8, issue 2, 29-35

Abstract: Institutions of higher learning have increasingly adopted marketing principles to achieve the institutions' objectives. However, direct application of the traditional marketing mix as characterized by the 4 P's can be problematic. This paper describes and illustrates the reconceptualization of the marketing mix to the 4 C's of Concept, Cost, Channel and Communication.

Date: 1997
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://hdl.handle.net/10.1300/J050v08n02_03 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:8:y:1997:i:2:p:29-35

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1300/J050v08n02_03

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().