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.
|Title of host publication||International Marketing of Higher Education|
|Editors||Terry Wu, Vik Naidoo|
|Place of Publication||United States|
|Number of pages||36|
|Publication status||Published - 1 Jan 2016|