MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02407 a2200217 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240718110601.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
230314b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780367749194 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
378.101 |
| Item number |
KOK |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Koku, Paul Sergius |
| 9 (RLIN) |
11893 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Marketing higher education: |
| Remainder of title |
understanding how to build and promote the university brand |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2023 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 192 p. |
| 365 ## - TRADE PRICE |
|---|
| Price type code |
GBP |
| Price amount |
44.99 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Table of Contents 1 Marketing in Universities 2 Market Segmentation 3 Higher Education as a Product 4 Pricing Issues 5 Location and a University 6 Promoting and Advertising Universities 7 Personal Selling of a University 8 Competition and Innovations in Higher Education 9 Names and Name Change - University Brand Management 10 The Eduscape: The University Experience 11 Internationalization of Universities 12 The Expansion of Private Universities 13 Regulatory Issues in Higher Education |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Universities and colleges--Marketing |
| 9 (RLIN) |
12240 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Branding (Marketing) |
| 9 (RLIN) |
408 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Education, Higher--Marketing |
| 9 (RLIN) |
12241 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |
