INTL MARKETING OF HIGHER EDUCA

Part 1 Introduction:
Role of International Marketing in Higher Education

1. Introduction

Terry Wu and Vik Naidoo

Part 2 Emerging Themes and Strategic
Perspectives

2. The Relevance of Marketing Activities
for Higher Education Institutions

Luis Fernando Angulo-Ruiz, Albena Pergelova, and Juraj
Cheben

3. Entry Modes as a Component of
International Marketing Strategy: A
Mixed-Method Analysis of Higher Education Services

Vik Naidoo, Jerome
Donovan, Trenton Milner, and Cheree Topple

4. Research
or Applied Universities? An Exploratory Qualitative Study of Prospective
Student's Selection of Universities with Different Brand Identities

Rajat Roy and Vik
Naidoo

5. University Websites Design in International
Student Recruitment: Some Reflections

Emmanuel Mogaji

Part
3 Regional Case Studies

6.
Brand Soul in Higher Education: A Case Study of a U.S. University GO program

Robert Williams, Scott
Manning, Susannah Morris and Jerrell Habegger

7. Developing Economy Universities Competing in a Global
Market: Evidence from Thailand

Scott Hipsher and Joe Bulmer

8.
Student Expectations and Experiences in Higher Education: a Comparison of State
and Private Universities in Germany

Stephen Platz
and Dirk Holtbrügge

9.
Going Global: Factors Influencing Norwegian Students' Intention to Study Abroad

Richard
Glavee-Geo and Åse Mørkeset

10.
Driving Forces of International Students When Choosing a Non-traditional
Destination - Hungary

Beatrix Lányi and Gyöngyi Pozsgai

<div>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.</div><div></div><div>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.</div><div></div><div></div>