Competition in Higher Education branding and marketing : national and global perspectives
Edited by Antigoni Papadimitriou
- Cham : Palgrave Macmillan, c2018.
- xvii, 254 p. : ill. ; 23 cm.
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.
9783319585260 3319585266
Education, Higher --Marketing Marketing--Branding (Marketing) Universities and colleges--Marketing