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Marketing and Communication in Higher Education

The Marketisation of Higher Education

Concepts, Cases, and Criticisms

Editors: Branch, John D., Christiansen, Bryan (Eds.)

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  • Enumerates the various policies for stimulating and regulating the marketisation of higher education
  • Identifies the numerous practices which constitute the marketisation of higher education
  • Discusses the different perspectives on the marketisation of higher education
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eBook 106,99 €
price for Spain (gross)
  • ISBN 978-3-030-67441-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
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  • Immediate eBook download after purchase
Hardcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-030-67440-3
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

This edited volume explores the nature, scope, and consequences of the marketisation of higher education. Chapters identify different practices which reflect the marketisation of higher education, and offer various perspectives on the policies and procedures which stimulate and regulate it. The volume takes a holistic approach, following the notion that the marketisation of higher education both drives and is driven by the universities which form the higher education market.

About the authors

John D. Branch is Professor at the Ross School of Business at the University of Michigan, Ann Arbor, USA.

Bryan Christiansen is President of Global Research Society LLC in Colorado Springs, USA.

Reviews

“This deftly curated anthology traces the impact of market forces on higher education in the context of globalization, examining the ways in which universities have adopted concepts such as competitive advantage, branding, and customer satisfaction. It addresses broad trends, richly detailed cases from advanced and emerging economies, and critical perspectives on the future of the university and its role in society. It will be of great interest to scholars, students, practitioners, and others concerned about the fate of higher education.”
Joan Lofgren, Director of the Bachelor’s Program in International Business, School of Business, Aalto University, Finland

Table of contents (18 chapters)

Table of contents (18 chapters)

Buy this book

eBook 106,99 €
price for Spain (gross)
  • ISBN 978-3-030-67441-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-030-67440-3
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules

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Bibliographic Information

Bibliographic Information
Book Title
The Marketisation of Higher Education
Book Subtitle
Concepts, Cases, and Criticisms
Editors
  • John D. Branch
  • Bryan Christiansen
Series Title
Marketing and Communication in Higher Education
Copyright
2021
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-67441-0
DOI
10.1007/978-3-030-67441-0
Hardcover ISBN
978-3-030-67440-3
Edition Number
1
Number of Pages
XIV, 466
Number of Illustrations
3 b/w illustrations, 21 illustrations in colour
Topics