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International Marketing of Higher Education

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Cover of 'International Marketing of Higher Education'

Table of Contents

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    Book Overview
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    Chapter 1 The Role of International Marketing in Higher Education
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    Chapter 2 The Relevance of Marketing Activities for Higher Education Institutions
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    Chapter 3 Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services
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    Chapter 4 Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities
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    Chapter 5 University Website Design in International Student Recruitment: Some Reflections
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    Chapter 6 Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program
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    Chapter 7 Developing Economy Universities Competing in a Global Market: Evidence from Thailand
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    Chapter 8 Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany
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    Chapter 9 Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad
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    Chapter 10 Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary
Attention for Chapter 4: Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities
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