書籍詳細

書籍詳細




洋書

Competition in Higher Education Branding and Marketing : National and Global Perspectives

Papadimitriou, Antigoni (EDT)

Palgrave Macmillan 2017/09
267 p.   
装丁: Hrd    装丁について
テキストの言語: ENG    出版国: DE
ISBN: 9783319585260
KCN: 1028293129
紀伊國屋書店 選定タイトル
標準価格:¥18,873(本体 ¥17,158)   
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納期について
KDC: C344 高等教育
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Annotation

Explores the conceptual and practical intersections of market and customer orientation, global competition, and university branding and marketing.

Full Description

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.
Detailed information

Table of Contents

Chapter 1. Introduction Chapter 2. Pathways from academe to industry: An empirical analysis of academic marketing to prospective students Chapter 3. Marketing Context and Branding Content of Private Universities in Chile and Mexico Chapter 4. Brand communication in Flemish higher education: A comparison between types of institutions Chapter 5. Using a mixed methods approach to examine the (re)imaging of higher education institutions in the Western Balkans< Chapter 6. Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education through the Use of Websites Chapter 7. The impacts of educational brand on students' decision to enroll through advertising brochures for Higher Education Institutions in Surabaya Indonesia Chapter 8. The Notion of Branding in the Higher Education Sector: The Case of Hong Kong Chapter 9. Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities Chapter 10. Branding by Proxy? How hubs market (or not) higher education systems globally: the example of Qatar Chapter 11. Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing Chapter 12. Conclusions and Reflections on Branding and Marketing in Higher Education