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"Education Marketing: the theory and practice of selling to teachers" |
The media to use when selling into education |
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This section gives an overview of the various ways of selling into education. There is no doubt that direct mail dominates selling into education, for the obvious reason that it is the most convenient for teachers and lecturers. Many, especially in schools, do not have access to email and websites, the vast majority don't go to shows and exhibitions, and not everyone reads magazines. But, although direct mail dominates, it should not be taken that other routes to market should be ignored. Indeed the most successful companies use direct mail and a combination of other approaches to maximise their profits. It is, however, surprising just how many firms there are that don't use direct mail at all, and how many there are that use direct mail to the exclusion of all other approaches. In the articles in this section we take a look at such approaches and explore where they can lead us - and the companies that follow them.
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