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Professor Russell Winer is interviewed about consumer choice and higher education marketing

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Excerpt from Evolllution -- "I think it’s more and more important for schools to develop a sound point of difference or what we call a value proposition to try to get through a quarter of all the schools on contact. How do you develop a compelling message to our prospective enrollees at the college when they’re being exposed to all kinds of media, all kinds of information from other schools all the usual kinds of marketing devices? Colleges and universities have reacted by becoming much more consumer oriented, reaching students, reaching their parents, reaching the guidance counselors, and reaching the senior educators."

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