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010   $a9786611953171
010   $a0-335-23761-4
010   $a1-281-95317-2
010   $a0-335-23686-3
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035   $a(EBL)480611
035   $a(OCoLC)317531081
035   $a(SSID)ssj0000198081
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035   $a(PQKBTitleCode)TC0000198081
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100   $a20080908d2009      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aMarketing higher education$b[electronic resource] $etheory and practice /$fFelix Maringe and Paul Gibbs
210   $aMaidenhead, England ;$aNew York $cOpen University Press$d2009
215   $a1 online resource (213 p.)
300   $aDescription based upon print version of record.
311   $a0-335-22033-9 
311   $a0-335-22032-0 
320   $aIncludes bibliographical references and index.
327   $aFront 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
327   $aChapter 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
330   $aThe 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.
606   $aUniversities and colleges$xMarketing
606   $aEducation, Higher$xMarketing
608   $aElectronic books.
615  0$aUniversities and colleges$xMarketing.
615  0$aEducation, Higher$xMarketing.
676   $a378
700   $aMaringe$b Felix$01038402
701   $aGibbs$b Paul$0857592
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910453763003321
996   $aMarketing higher education$92491307
997   $aUNINA