{"product_id":"marketing-higher-education-9780367749194","title":"Marketing Higher Education","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis 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. \u003c\/p\u003e\u003cp\u003eUnlike 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. \u003c\/p\u003e\u003cp\u003eHolistic and practical, \u003ci\u003eMarketing Higher Education \u003c\/i\u003eis an ideal guide for academics and students stud\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e1 Marketing in Universities 2 Market Segmentation 3 Higher Education as a \u003ci\u003eProduct \u003c\/i\u003e4 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 Edu\u003ci\u003escape\u003c\/i\u003e: The University Experience 11 Internationalization of Universities 12 The Expansion of Private Universities 13 Regulatory Issues in Higher Education \u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":51018055516503,"sku":"9780367749194","price":45.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780367749194.jpg?v=1750775490","url":"https:\/\/bookcurl.com\/products\/marketing-higher-education-9780367749194","provider":"Book Curl","version":"1.0","type":"link"}