Competition in Higher Education Branding and Marketing

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Competition in Higher Education Branding and Marketing is written by Antigoni Papadimitriou and published by Springer. It's available with International Standard Book Number or ISBN identification 3319585274 (ISBN 10) and 9783319585277 (ISBN 13).

This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.