Abstract
Contents Preface * Introduction * Marketing and University Outreach: Parallel Processes * Segmenting and Targeting the Organizational Market * A Societal Marketing Orientation for University Extension * Program Delivery: From Face-to-Face to Distance Learning * Customers, Costs, and Context: An Integrated Approach to Funding University Outreach Programs and Services * Developing a Comprehensive Promotional Plan * Whoa! Timeout! Somebody Out There is Sending Us a Message * Linking Marketing to Strategic Long-Range Planning * The Role of Marketing Research and Decision Systems in the Marketing Process * Marketing Information Sources for Outreach Professionals * Model Programs in University Outreach * Future Trends in University Extension * Reference Notes Included * Index
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