Entry modes as a component of international marketing strategy: a mixed-method analysis of higher education services
RIS ID
110610
Abstract
This chapter examines the issue of entry modes as a component of international marketing strategy in higher education. With more and more Higher Education Institutions (HEIs) establishing foreign campuses overseas as part of their international marketing strategies aimed at raising overseas brand awareness and boosting international student recruitment, this study provides a new and interesting perspective on international higher education marketing.
Publication Details
Naidoo, V., Donovan, J. D., Milner, T. J. & Topple, C. (2016). Entry modes as a component of international marketing strategy: a mixed-method analysis of higher education services. In T. Wu & V. Naidoo (Eds.), International Marketing of Higher Education (pp. 47-82). United States of America: Palgrave McMillan.