Competition in Higher Education branding and marketing : national and global perspectives
Title By: Papadimitriou, Antigoni [Edited by]
Publisher: Cham : Palgrave Macmillan, c2018.Description: xvii, 254 p. : ill. ; 23 cm.ISBN: 9783319585260; 3319585266Subject(s): Education, Higher -- Marketing | Marketing -- Branding (Marketing) | Universities and colleges -- MarketingDDC classification: 378.106 CO MP Online resources: Location MapItem type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 378.106 CO MP (Browse shelf) | Available | T0057875 |
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378.103 CR EA Creativity and entrepreneurship : | 378.103 MU RE Research Collaboration Between University and Industry / | 378.103 WI BU Building the ivory tower : | 378.106 CO MP Competition in Higher Education branding and marketing : | 378.106 MA MA Marketing higher education : | 378.107 IN ST Institutional research and planning in higher education : | 378.111 LE AD Leadership and cooperation in academia : |
1. IntroductionChapter 2. Pathways from academe to industry: An empirical analysis of academic marketing to prospective studentsChapter 3. Marketing Context and Branding Content of Private Universities in Chile and MexicoChapter 4. Brand communication in Flemish higher education: A comparison between types of institutionsChapter 5. Using a mixed methods approach to examine the (re)imaging of higher education institutions in the Western Balkans
Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education.