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Marketing Higher Education Theory and Practice

ISBN-10: 0335220320

ISBN-13: 9780335220328

Edition: 2008

Authors: Paul Gibbs, Felix Maringe

List price: $59.00
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Book details

List price: $59.00
Copyright year: 2008
Publisher: McGraw-Hill Education
Publication date: 12/1/2008
Binding: Paperback
Pages: 224
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.748
Language: English

List of figures and tables
Preface
Acknowledgements
Theoretical underpinnings
A broad overview of education marketing
The commodification of transformation
Marketing as pro-education
'The student as customer' perspective
Formulating strategies for success
Putting marketing theory into practice
Positioning the institution in the market
The internationalization of higher education
Fundraising
Pricing what is valuable and worthy
Reputation management
Enrolment management
The role of marketing
Glossary
References
Index