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Competition in Higher Education Branding and Marketing

National and Global Perspectives

Antigoni Papadimitriou

978-3-319-58527-7

2018
Edition 1
- 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
€50 €45
10% OFF

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