Overview
Explores the conceptual and practical intersections of market and customer orientation, global competition, and university branding and marketing
Presents methodological approaches—from content analysis to semiotic and visual methods to critical discourse analysis—for exploring marketization, branding, and competition in higher education
Presents challenges and opportunities of branding and marketing higher education in various higher education systems
Includes supplementary material: sn.pub/extras
Buy print copy
About this book
Similar content being viewed by others
Keywords
Table of contents (12 chapters)
Reviews
“Papadimitriou and her colleagues offer a rich set of perspectives and cases that advance our knowledge and understandings of the branding and marketing phenomena.” (Bjørn Stensaker, Professor in the Department of Education, University of Oslo, Norway)
“The diverse perspectives provided in this book effectively highlight different substantive and comparative approaches to higher education branding and marketing.” (Christopher C. Morphew, Professor and Dean, School of Education, Johns Hopkins University, USA)
Editors and Affiliations
About the editor
Bibliographic Information
Book Title: Competition in Higher Education Branding and Marketing
Book Subtitle: National and Global Perspectives
Editors: Antigoni Papadimitriou
DOI: https://doi.org/10.1007/978-3-319-58527-7
Publisher: Palgrave Macmillan Cham
eBook Packages: Education, Education (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2018
Hardcover ISBN: 978-3-319-58526-0Published: 18 October 2017
Softcover ISBN: 978-3-319-86422-8Published: 14 August 2018
eBook ISBN: 978-3-319-58527-7Published: 06 October 2017
Edition Number: 1
Number of Pages: XVII, 254
Number of Illustrations: 3 b/w illustrations
Topics: Higher Education, International and Comparative Education, Marketing, Entrepreneurship