Marketing the College Union.

Theory underlying marketing in the public sector is presented in combination with specific examples of marketing strategies and techniques used in college unions and student activities programs across the country. The subject of marketing is discussed under six major subject headings: (1) why marketing? (2) analyzing marketing opportunities; (3) planning the marketing mix; (4) developing a marketing program; (5) evaluation of the marketing program; and (6) putting it all together. The latter section includes a review of the step-by-step method for marketing the college union as well as the marketing applications and profiles of marketing programs at four diverse institutions: Dallas State University, Jenkins College in Virginia, University of Wisconsin at Madison, and Stanford University in California. Among the topics discussed are consumer analysis, pricing, market targeting and forecasting, research, conducting marketing audits, and the development and execution of a marketing program evaluation. Contains an index and glossary. (GLR)