Marketing Maps: Illustrating How Marketing Works

James F. Gyure and Susan G. Arnold

Journal of Marketing for Higher Education, 2003, vol. 13, issue 1-2, 77-86

Abstract: Today's colleges and universities may tolerate the idea of marketing more easily, but marketers must continue to educate campus communities about marketing theories and practice. To promote a useful appreciation of how theories translate into initiatives, we propose incorporating marketing maps --user-friendly graphic representations of how marketing works--into marketing plans and presentations.

Date: 2003
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DOI: 10.1300/J050v13n01_05

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