Practitioners of marketing in higher education and all academics across all disciplines who work in higher education are aware of the importance of marketing to their careers, their department, and their institution. Chancellors, University Presidents, Deans, Heads of School, Directors of Research, Directors of Programs and faculty, as well as those who work in departments of marketing within higher education institutions, recognise the increasing utility of marketing what they have to offer. Our purpose in this research based book on higher education marketing is to bring to the diversity of these publics a more sophisticated way of thinking about, and methods for, marketing higher education.
This book was originally published as a special issue of the Journal of Marketing Management.
Introduction: This thing called marketization Anthony Lowrie and Jane Hemsley-Brown 1. Strategic, competitive, and co-operative approaches to internationalisation in European business schoolsRoger Bennett and Rita Kottasz 2. Marketing strategy implementation in higher education: A mixed approach for model development and testingVik Naidoo and Terry Wu 3. The consumerist turn in higher education: Policy aspirations and outcomesRajani Naidoo, Avi Shankar and Ekant Veer 4. Market subjectivity and neoliberal governmentality in higher educationRohit Varman, Biswatosh Saha and Per Skålén 5. Using student-choice behaviour to estimate tuition elasticity in higher educationRobert E. Carter and David J. Curry 6. The effects of pre-enrolment emotions and peer group interaction on students’ satisfactionAdrian Palmer and Nicole Koenig-Lewis 7. The idiosyncratic behaviour of service quality, value, satisfaction, and intention to recommend in higher education: An empirical examinationLesley Ledden, Stavros P. Kalafatis and Alex Mathioudakis 8. Service recovery in higher education: Does national culture play a role?Thorsten Gruber, Ilma Nur Chowdhury and Alexander E. Reppel
The Journal of Marketing Management was founded in 1985 by Michael J. Baker to provide a forum for the exchange of the latest research ideas and best practice in the field of marketing as a whole, in an accessible way.
Currently edited by Mark Tadajewski and Paul Hewer, the Journal of Marketing Management is the official Journal of the Academy of Marketing and has an international reputation for publishing influential and original contributions which blend the best of theory and practice. It is concerned with all aspects of the management of marketing, and seeks to meet the needs of a wide but sophisticated audience comprising senior marketing executives and their advisors, senior line managers, teachers and researchers in marketing, and undergraduate and postgraduate students of the subject.
The Key Issues in Marketing Management book series contains a wide range of the journal’s special issues. These special issues are an important contribution to the work of the journal, where leading theoreticians and practitioners bring together articles dedicated to a key topic in the industry. Through publishing these special issues as a series of books, Westburn Publishers and Taylor & Francis hope to allow a wider audience of scholars, students and professionals to engage with the work of the Journal of Marketing Management.