On the Marketisation and Marketing of Higher Education

1st Edition

Anthony Lowrie, Jane Hemsley-Brown

Routledge
Published July 23, 2015
Reference - 240 Pages
ISBN 9781138953482 - CAT# Y206433
Series: Key Issues in Marketing Management

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Summary

Practitioners of marketing in higher education and all academics across all disciplines who work in higher education are aware of the importance of marketing to their careers, their department, and their institution. Chancellors, University Presidents, Deans, Heads of School, Directors of Research, Directors of Programs and faculty, as well as those who work in departments of marketing within higher education institutions, recognise the increasing utility of marketing what they have to offer. Our purpose in this research based book on higher education marketing is to bring to the diversity of these publics a more sophisticated way of thinking about, and methods for, marketing higher education.

This book was originally published as a special issue of the Journal of Marketing Management.

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