Coverart for item
The Resource Competition in Higher Education Branding and Marketing : National and Global Perspectives, edited by Antigoni Papadimitriou

Competition in Higher Education Branding and Marketing : National and Global Perspectives, edited by Antigoni Papadimitriou

Label
Competition in Higher Education Branding and Marketing : National and Global Perspectives
Title
Competition in Higher Education Branding and Marketing
Title remainder
National and Global Perspectives
Statement of responsibility
edited by Antigoni Papadimitriou
Contributor
Editor
Subject
Genre
Language
eng
Summary
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
Cataloging source
NJR
Dewey number
378
Illustrations
illustrations
Index
no index present
LC call number
LB2300-2799.3
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
Papadimitriou, Antigoni
http://library.link/vocab/subjectName
  • Education
  • Marketing
  • Entrepreneurship
  • International education
  • Comparative education
  • Comparative education
  • Education
  • Entrepreneurship
  • International education
  • Marketing
Label
Competition in Higher Education Branding and Marketing : National and Global Perspectives, edited by Antigoni Papadimitriou
Instantiates
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
on1032275577
Dimensions
unknown
Extent
1 online resource (XVII, 254 pages 3 illustrations)
File format
multiple file formats
Form of item
online
Isbn
9783319585277
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
10.1007/978-3-319-58527-7
Other physical details
online resource
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(OCoLC)1032275577
Label
Competition in Higher Education Branding and Marketing : National and Global Perspectives, edited by Antigoni Papadimitriou
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
on1032275577
Dimensions
unknown
Extent
1 online resource (XVII, 254 pages 3 illustrations)
File format
multiple file formats
Form of item
online
Isbn
9783319585277
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
10.1007/978-3-319-58527-7
Other physical details
online resource
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(OCoLC)1032275577

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