目次

​Chapter 1. IntroductionChapter 2. Pathways from academe to industry: An empirical analysis of academic marketing to prospective studentsChapter 3. Marketing Context and Branding Content of Private Universities in Chile and MexicoChapter 4. Brand communication in Flemish higher education: A comparison between types of institutionsChapter 5. Using a mixed methods approach to examine the (re)imaging of higher education institutions in the Western Balkans<Chapter 6. Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education through the Use of WebsitesChapter 7. The impacts of educational brand on students’ decision to enroll through advertising brochures for Higher Education Institutions in Surabaya IndonesiaChapter 8. The Notion of Branding in the Higher Education Sector: The Case of Hong KongChapter 9. Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social IdentitiesChapter 10. Branding by Proxy? How hubs market (or not) higher education systems globally: the example of QatarChapter 11. Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and MarketingChapter 12. Conclusions and Reflections on Branding and Marketing in Higher Education