دانلود کتاب Competition in Higher Education Branding and Marketing: National and Global Perspectives

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Front Matter ....Pages i-xvii
Introduction: Mapping the Global Brandscape of Higher Education (Gerardo Blanco Ramírez)....Pages 1-12
Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students (Kem Saichaie, Jarrett B. Warshaw)....Pages 13-36
Marketing Context and Branding Content of Private Universities in Chile and Mexico (Germán Álvarez-Mendiola, Miguel Alejandro González-Ledesma)....Pages 37-62
Brand Communication in Flemish Higher Education: A Comparison Between Types of Institutions (Jelle Mampaey)....Pages 63-79
Using a Mixed Methods Approach to Examine the (Re)Imaging of Higher Education Institutions in the Western Balkans (Antigoni Papadimitriou)....Pages 81-105
Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education Through the Use of Websites (Patrício V. Langa, Nelson C. Zavale)....Pages 107-142
Higher Education: The Impacts of Educational Brand on Students’ Decision to Enroll Through Advertising Brochures for Higher Education Institutions in Surabaya Indonesia (Jenny Ngo, Decky A. Ismandoyo)....Pages 143-157
The Notion of Branding in the Higher Education Sector: The Case of Hong Kong (Queenie K. H. Lam, Hayes H. H. Tang)....Pages 159-179
Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities (Noah D. Drezner)....Pages 181-195
Branding by Proxy? How Hubs Market (or not) Higher Education Systems Globally: The Example of Qatar (Leon Cremonini, John Taylor)....Pages 197-219
Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing (Gerald W. McLaughlin, Josetta S. McLaughlin, Jacqueline E. McLaughlin)....Pages 221-237
Conclusions and Reflections on Branding and Marketing in Higher Education (Antigoni Papadimitriou, Gerardo Blanco Ramírez)....Pages 239-247
Back Matter ....Pages 249-254