Franklin

Marketing Higher Education.

Author/Creator:
Maringe, Felix.
Publication:
Berkshire : McGraw-Hill Education, 2008.
Format/Description:
Book
1 online resource (213 pages)
Edition:
1st ed.
Series:
UK Higher Education OUP Humanities and Social Sciences Higher Education OUP Ser.
UK Higher Education OUP Humanities and Social Sciences Higher Education OUP Ser.
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Other records:
Subjects:
Universities and colleges -- Marketing.
Education, Higher -- Marketing.
Form/Genre:
Electronic books.
Summary:
This book examines marketing from both the market and educational perspectives and offers a view of its value and use within this dialectic relationship. In this respect this book is distinctive.
Contents:
Front Cover
Half-title
Title Page
Copyright Page
Dedication
Contents
List of Figures and Tables
Preface
Acknowledgements
Part 1: Theoretical underpinnings
Chapter 1: A broad overview of education marketing
Chapter 2: The commodification of marketing
Chapter 3: Marketing as pro-education
Chapter 4: 'The student as customer' perspective
Chapter 5: Formulating strategies for success
Part II: Putting marketing theory into practice
Chapter 6: Positioning the institution in the market
Chapter 7: The internationalization of higher education
Chapter 8: Fundraising
Chapter 9: Pricing what is valuable and worthy
Chapter 10: Reputation management
Chapter 11: Enrolment management
Chapter 12: The role of marketing
Glossary
References
Index
Back Cover.
Notes:
Description based on publisher supplied metadata and other sources.
Contributor:
Gibbs, Paul.
Other format:
Print version: Maringe, Felix Marketing Higher Education
ISBN:
9780335236862
9780335220328
OCLC:
317531081