On the marketisation and marketing of higher education
Author(s)
Bibliographic Information
On the marketisation and marketing of higher education
（Key issues in marketing management）
Routledge, 2014
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"Westburn Publishers Ltd"
"The chapters in this book were originally published in the Journal of Marketing Management, volume 27, issue 11-12 (October 2011)."--Citation information
Includes bibliographical references and index
Description and Table of Contents
Description
Practitioners of marketing in higher education and all academics across all disciplines who work in higher education are aware of the importance of marketing to their careers, their department, and their institution. Chancellors, University Presidents, Deans, Heads of School, Directors of Research, Directors of Programs and faculty, as well as those who work in departments of marketing within higher education institutions, recognise the increasing utility of marketing what they have to offer. Our purpose in this research based book on higher education marketing is to bring to the diversity of these publics a more sophisticated way of thinking about, and methods for, marketing higher education.
This book was originally published as a special issue of the Journal of Marketing Management.
Table of Contents
Introduction: This thing called marketization Anthony Lowrie and Jane Hemsley-Brown 1. Strategic, competitive, and co-operative approaches to internationalisation in European business schools Roger Bennett and Rita Kottasz 2. Marketing strategy implementation in higher education: A mixed approach for model development and testing Vik Naidoo and Terry Wu 3. The consumerist turn in higher education: Policy aspirations and outcomes Rajani Naidoo, Avi Shankar and Ekant Veer 4. Market subjectivity and neoliberal governmentality in higher education Rohit Varman, Biswatosh Saha and Per Skalen 5. Using student-choice behaviour to estimate tuition elasticity in higher education Robert E. Carter and David J. Curry 6. The effects of pre-enrolment emotions and peer group interaction on students' satisfaction Adrian Palmer and Nicole Koenig-Lewis 7. The idiosyncratic behaviour of service quality, value, satisfaction, and intention to recommend in higher education: An empirical examination Lesley Ledden, Stavros P. Kalafatis and Alex Mathioudakis 8. Service recovery in higher education: Does national culture play a role? Thorsten Gruber, Ilma Nur Chowdhury and Alexander E. Reppel
by "Nielsen BookData"