International Marketing of Higher Education

Terry Wu


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This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.

Détails
Auteur
Terry  Wu
Marque
Palgrave Macmillan
Collection
n.c
Parution
2016-09-15
Pages
262 pages
EAN papier
9781137542915
Langue
Anglais
Informations ebook
EAN PDF
9781137542915
Prix
94,94 €
En savoir plus
Nb pages copiables 2
Nb pages imprimables 26
Taille du fichier 4813 Ko
Ce livre est accessible aux handicaps   Informations sur l'accessibilité
EAN EPUB
9781137542915
Prix
94,94 €
En savoir plus
Nb pages copiables 2
Nb pages imprimables 26
Taille du fichier 1055 Ko
Ce livre est accessible aux handicaps   Informations sur l'accessibilité
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Auteur(s) du livre


Defaut-Illustration Terry Wu
Terry Wu is Professor of Business at the University of Ontario Institute of Technology, Canada. His research focuses on international marketing, marketing of higher education, globalization, and trade policy. His research has been published in academic journals including Management International Review, Columbia Journal of World Business, Journal of Marketing Management, International Marketing Review, Journal of Business and Industrial Marketing, among others.

Vik Naidoo is Head of International Student Recruitment and Research Associate at the University of Sydney, Australia. His research on the internationalization and marketing of higher education has been published in outlets such as the Journal of Business Research, Journal of Marketing Management, and Journal of Business and Industrial Marketing.


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