Marketing pro Tom Hayes wows the crowd again with his lively, no nonsense approach. He reminds participants that we are in the business of “recruiting successful alumni.” In his latest book, Marketing Colleges and Universities: A Services Approach, Tom describes why superior service must be the foundation of your institution’s marketing program. Tom says that the traditional “Four Ps” of marketing – Product, Price, Place, and Promotion – are insufficient when marketing a service. He points to three additional Ps – Physical Evidence, Process Design, and Participant. Physical evidence includes everything about the facilities. Process design constitutes the policies, procedures, delivery cycle, and training and rewarding systems. Participant includes both the customer and the service provider. Tom emphasizes that service quality breaks down when there is a lack of market research, lack of organizational will, inappropriate compensation and reward system, and promising more than we can deliver. To order Tom’s new book, go to: Marketing Colleges and Universities A Services Approach