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| Author: | Burrell, D.N. |
| Title: | Why small private liberal arts colleges need to develop effective marketing cultures |
| Journal: | Journal of Strategic Marketing
2008 : JUL, VOL. 16:3, p. 267-278 |
| Index terms: | marketing culture arts colleges organizational culture leadership education USA |
| Language: | eng |
| Abstract: | Small private liberal arts colleges are closing at an alarming rate in the United States (U.S.) due to an inability to adapt their organizational cultures to be more marketing oriented in the competitive marketing environment for new students. The essence of college leadership today is about adaptation, innovation, creativity, and management actions developing set of strategies. Through their actions, organizational leaders can be incubators for innovations that overcome barriers etc. |
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