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Papadimitriou, Antigoni

Competition in Higher Education Branding and Marketing

Papadimitriou, Antigoni - Competition in Higher Education Branding and Marketing, ebook

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ISBN: 9783319585277
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Table of contents

1. Introduction: Mapping the Global Brandscape of Higher Education
Gerardo Blanco Ramírez

2. Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students
Kem Saichaie, Jarrett B. Warshaw

3. Marketing Context and Branding Content of Private Universities in Chile and Mexico
Germán Álvarez-Mendiola, Miguel Alejandro González-Ledesma

4. Brand Communication in Flemish Higher Education: A Comparison Between Types of Institutions
Jelle Mampaey

5. Using a Mixed Methods Approach to Examine the (Re)Imaging of Higher Education Institutions in the Western Balkans
Antigoni Papadimitriou

6. Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education Through the Use of Websites
Patrício V. Langa, Nelson C. Zavale

7. Higher Education: The Impacts of Educational Brand on Students’ Decision to Enroll Through Advertising Brochures for Higher Education Institutions in Surabaya Indonesia
Jenny Ngo, Decky A. Ismandoyo

8. The Notion of Branding in the Higher Education Sector: The Case of Hong Kong
Queenie K. H. Lam, Hayes H. H. Tang

9. Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities
Noah D. Drezner

10. Branding by Proxy? How Hubs Market (or not) Higher Education Systems Globally: The Example of Qatar
Leon Cremonini, John Taylor

11. Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing
Gerald W. McLaughlin, Josetta S. McLaughlin, Jacqueline E. McLaughlin

12. Conclusions and Reflections on Branding and Marketing in Higher Education
Antigoni Papadimitriou, Gerardo Blanco Ramírez

Keywords: Education, Higher Education, International and Comparative Education, Marketing, Entrepreneurship

Editor
Publisher
Springer
Publication year
2018
Language
en
Edition
1
Category
Upbringing, Education
Format
Ebook
eISBN (PDF)
9783319585277
Printed ISBN
978-3-319-58526-0

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