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As public support dwindles and the traditional college-bound student pipeline shrinks, Flannery provides a comprehensive framework for implementing strategic integrated marketing. Learn how to effectively communicate your institution's value while navigating rising tuition and discount rates. This book is a must-read for higher education leaders seeking to boost enrollments, enhance philanthropic support, increase research funding, and diversify revenue streams. Equip yourself with the knowledge to thrive in a competitive landscape and ensure the sustainability of your institution. 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