Competition in Higher Education Branding and Marketing

National and Global Perspectives

Auteurs

• Antigoni Papadimitriou

Paramètres

• 254 pages
• 9 heures de lecture

• Manuels
• Manuels universitaires
• Sciences sociales

En savoir plus sur le livre

This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. 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. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.

Achat du livre

• Année de publication: 2017
• Reliure: (rigide)