Marketing higher education [[electronic resource] ] : theory and practice / / Felix Maringe and Paul Gibbs

• Autore: Maringe Felix
• Pubblicazione: Maidenhead, England ; ; New York, : Open University Press, 2009
• Descrizione fisica: 1 online resource (213 p.)
• Disciplina: 378
• Soggetto topico: Universities and colleges - Marketing; Education, Higher - Marketing
• Soggetto genere / forma: Electronic books.
• Altri autori: GibbsPaul
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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
• Sommario/riassunto: 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.
• Titolo autorizzato: Marketing higher education
• ISBN: 9786611953171; 0-335-23761-4; 1-281-95317-2; 0-335-23686-3
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910453763003321
• Lo trovi qui: Univ. Federico II