03017nam 2200661Ia 450 991045376300332120200520144314.097866119531710-335-23761-41-281-95317-20-335-23686-3(CKB)1000000000579523(EBL)480611(OCoLC)317531081(SSID)ssj0000198081(PQKBManifestationID)11178001(PQKBTitleCode)TC0000198081(PQKBWorkID)10181459(PQKB)10781436(MiAaPQ)EBC480611(MiAaPQ)EBC409760(Au-PeEL)EBL480611(CaPaEBR)ebr10274038(CaONFJC)MIL195317(Au-PeEL)EBL409760(OCoLC)437089184(EXLCZ)99100000000057952320080908d2009 uy 0engur|n|---|||||txtccrMarketing higher education[electronic resource] theory and practice /Felix Maringe and Paul GibbsMaidenhead, England ;New York Open University Press20091 online resource (213 p.)Description based upon print version of record.0-335-22033-9 0-335-22032-0 Includes bibliographical references and index.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: FundraisingChapter 9: Pricing what is valuable and worthyChapter 10: Reputation management; Chapter 11: Enrolment management; Chapter 12: The role of marketing; Glossary; References; Index; Back CoverThe 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.Universities and collegesMarketingEducation, HigherMarketingElectronic books.Universities and collegesMarketing.Education, HigherMarketing.378Maringe Felix1038402Gibbs Paul857592MiAaPQMiAaPQMiAaPQBOOK9910453763003321Marketing higher education2491307UNINA