By Robert M. Moore and Tom AbrahamsonLearn to establish clear metrics to measure the success of your strategic marketing efforts—and to assess and adjust your program as it moves forward. Get benchmark data, marketing theory, practical advice, case studies, wisdom and humor, and help your institution improve its bottom line, with Net Proceeds.
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When the head of your institution starts to demand updated “dashboards” on marketing’s strategic efforts, you’ll be ready—after you read this book. Written to meet the information needs of the senior-level administrator and the operational needs of the school, college or university marketing...
When the head of your institution starts to demand updated “dashboards” on marketing’s strategic efforts, you’ll be ready—after you read this book. Written to meet the information needs of the senior-level administrator and the operational needs of the school, college or university marketing leader, Net Proceeds will help you deliver results—guaranteed!
With this book, you’ll learn how to:
Hoping that a miraculous change in the marketplace will turn your institution around? We all know that hope is not a strategy. Instead, get benchmark data, marketing theory, practical advice, case studies, wisdom and humor—and help your institution improve its bottom line—with Net Proceeds.
Winner of the 2014 Bronze EXCEL Award (Technical Book) from Association Media & Publishing
CASE item 29607
About the AuthorsRobert M. Moore has more than 30 years of experience providing marketing communications counsel for nonprofit organizations. A frequent presenter at national conferences and a leading contributor to industry periodicals, including CURRENTS, Change, Advancing Philanthropy, and Trusteeship, Moore’s book on higher education branding—The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors—was published by CASE in 2010. Moore holds a B.A. from the University of California, Santa Cruz; an M.A. from the University of Idaho; and a Ph.D. in English from the University of Illinois at Chicago.
Thomas D. Abrahamson is known for innovation in nonprofit marketing and has more than 30 years of success and leadership in the field. A leading speaker and author in the field, Abrahamson has given more than 100 conference presentations, written numerous articles for professional journals and contributed to two books on enrollment management. As a college administrator, he was instrumental in repositioning two major universities, both of which became recognized as #1 in their categories by U.S. News & World Report. Abrahmason is currently immediate past chairperson of the board of trustees of the American Marketing Association Foundation. He holds an M.A. in higher education administration from Bowling Green State University and a B.S. from Southern Illinois University.