Marketing higher education : understanding how to build and promote the university brand

• Main Author: Koku, Paul Sergius, 1955- (Author)
• Format: Book
• Language: English
• Published: London ; New York : Routledge, Taylor & Francis Group, [2023]
• Subjects: vysoké školy; marketing; marketingový management; řízení značky; universities and colleges; marketing management; brand management; branding (marketing); příručky; případové studie; handbooks and manuals; case studies
• ISBN: 978-0-367-74917-0; 978-0-367-74919-4; 978-1-003-16026-7
• Physical Description: x, 192 stran ; 25 cm

"This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing both 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 subjec...