International Marketing of Higher Education

Front Matter....Pages i-xvii
Front Matter....Pages 1-1
The Role of International Marketing in Higher Education....Pages 3-9
Front Matter....Pages 11-11
The Relevance of Marketing Activities for Higher Education Institutions....Pages 13-45
Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services....Pages 47-82
Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities....Pages 83-98
University Website  Design in International Student Recruitment: Some Reflections....Pages 99-117
Front Matter....Pages 119-119
 Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program....Pages 121-138
Developing Economy Universities Competing in a Global Market: Evidence from Thailand....Pages 139-169
Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany....Pages 171-190
Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad....Pages 191-229
Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary....Pages 231-256
Back Matter....Pages 257-262