000			03706cam a22005298i 4500
001			9781003160267
003			FlBoTFG
005			20240213122825.0
006			m o d
007			cr |||||||||||
008			220222s2023 enk ob 001 0 eng
040			_aOCoLC-P _beng _erda _cOCoLC-P
020			_a9781003160267 _q(ebook)
020			_a1003160263
020			_a9781000617603 _q(electronic bk. : EPUB)
020			_a1000617602 _q(electronic bk. : EPUB)
020			_a9781000617597 _q(electronic bk. : PDF)
020			_a1000617599 _q(electronic bk. : PDF)
020			_z9780367749170 _q(hardback)
020			_z9780367749194 _q(paperback)
024	7		_a10.4324/9781003160267 _2doi
035			_a(OCoLC)1304833782
035			_a(OCoLC-P)1304833782
050	0	0	_aLB2342.82
072		7	_aBUS _x043010 _2bisacsh
072		7	_aEDU _x001030 _2bisacsh
072		7	_aEDU _x032000 _2bisacsh
072		7	_aKJS _2bicssc
082	0	0	_a378.1/01 _223/eng/20220317
100	1		_aKoku, Paul Sergius, _d1955- _eauthor.
245	1	0	_aMarketing higher education : _bunderstanding how to build and promote the university brand / _cPaul Sergius Koku.
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2023.
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
505	0		_aMarketing in universities -- Market segmentation -- Higher education as a product -- Pricing issues -- Location and a university -- Promoting and advertising universities -- Personal selling of a university -- Competition and innovations in higher education -- Names and name change : university brand management -- The eduscape : the university experience -- Internationalization of universities -- The expansion of private universities -- Regulatory issues in higher education.
520			_a"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 subject, this book provides a uniquely applied approach, linking the theory of marketing practice and how it relates 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. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building"-- _cProvided by publisher.
588			_aOCLC-licensed vendor bibliographic record.
650		0	_aUniversities and colleges _xMarketing.
650		0	_aEducation, Higher _xMarketing.
650		0	_aBranding (Marketing)
650		7	_aBUSINESS & ECONOMICS / Marketing / Direct _2bisacsh
650		7	_aEDUCATION / Leadership _2bisacsh
856	4	0	_3Taylor & Francis _uhttps://www.taylorfrancis.com/books/9781003160267
856	4	2	_3OCLC metadata license agreement _uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999			_c4923 _d4923