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Record Nr. |
UNINA9910453763003321 |
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Autore |
Maringe Felix |
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Titolo |
Marketing higher education [[electronic resource] ] : theory and practice / / Felix Maringe and Paul Gibbs |
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Pubbl/distr/stampa |
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Maidenhead, England ; ; New York, : Open University Press, 2009 |
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ISBN |
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9786611953171 |
0-335-23761-4 |
1-281-95317-2 |
0-335-23686-3 |
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Descrizione fisica |
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1 online resource (213 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Universities and colleges - Marketing |
Education, Higher - Marketing |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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 worthyChapter 10: Reputation management; Chapter 11: Enrolment management; Chapter 12: The role of marketing; Glossary; References; Index; Back Cover |
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Sommario/riassunto |
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The marketing of higher education has become a natural consequence of the market in which higher education institutions are created and function. This book examines marketing from both the market and educational perspectives and offers a view of its value and use within this dialectic relationship. |
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