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International Marketing of Higher Education

International Marketing of Higher Education


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International Edition


About the Book

Part 1 Introduction: Role of International Marketing in Higher Education

1. Introduction

Terry Wu and Vik Naidoo

Part 2 Emerging Themes and Strategic Perspectives

2. The Relevance of Marketing Activities for Higher Education Institutions

Luis Fernando Angulo-Ruiz, Albena Pergelova, and Juraj Cheben

3. Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services

Vik Naidoo, Jerome Donovan, Trenton Milner, and Cheree Topple

4. Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student's Selection of Universities with Different Brand Identities

Rajat Roy and Vik Naidoo

5. University Websites Design in International Student Recruitment: Some Reflections

Emmanuel Mogaji

Part 3 Regional Case Studies

6. Brand Soul in Higher Education: A Case Study of a U.S. University GO program

Robert Williams, Scott Manning, Susannah Morris and Jerrell Habegger

7. Developing Economy Universities Competing in a Global Market: Evidence from Thailand

Scott Hipsher and Joe Bulmer

8. Student Expectations and Experiences in Higher Education: a Comparison of State and Private Universities in Germany

Stephen Platz and Dirk Holtbrügge

9. Going Global: Factors Influencing Norwegian Students' Intention to Study Abroad

Richard Glavee-Geo and Åse Mørkeset

10. Driving Forces of International Students When Choosing a Non-traditional Destination - Hungary

Beatrix Lányi and Gyöngyi Pozsgai


About the Author: Terry Wu is Professor of Business at the University of Ontario Institute of Technology, Canada. His research focuses on international marketing, marketing of higher education, globalization, and trade policy. His research has been published in academic journals including Management International Review, Columbia Journal of World Business, Journal of Marketing Management, International Marketing Review, Journal of Business and Industrial Marketing, among others.
Vik Naidoo is Head of International Student Recruitment and Research Associate at the University of Sydney, Australia. His research on the internationalization and marketing of higher education has been published in outlets such as the Journal of Business Research, Journal of Marketing Management, and Journal of Business and Industrial Marketing.


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Product Details
  • ISBN-13: 9781137542908
  • Publisher: Palgrave MacMillan
  • Publisher Imprint: Palgrave Macmillan
  • Edition: 1st ed. 2016
  • Language: English
  • Returnable: Y
  • Spine Width: 21 mm
  • Width: 155 mm
  • ISBN-10: 113754290X
  • Publisher Date: 16 Sep 2016
  • Binding: Hardback
  • Height: 221 mm
  • No of Pages: 262
  • Series Title: English
  • Weight: 503 gr


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