Entry modes as a component of international marketing strategy: A mixed-method analysis of higher education services

Vik Naidoo; Jerome Donovan; Trenton Milner; Cheree Topple

doi:10.1057/978-1-137-54291-5_3

Entry modes as a component of international marketing strategy: A mixed-method analysis of higher education services

Vik Naidoo, Jerome Donovan, Trenton Milner, Cheree Topple

Research output: A Conference proceeding or a Chapter in Book › Chapter › peer-review

1 Citation (Scopus)

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.

Original language	English
Title of host publication	International Marketing of Higher Education
Editors	Terry Wu, Vik Naidoo
Place of Publication	United States
Publisher	Palgrave Macmillan
Chapter	3
Pages	47-82
Number of pages	36
Volume	1
ISBN (Electronic)	9781137542915
ISBN (Print)	9781137542908
DOIs	https://doi.org/10.1057/978-1-137-54291-5_3
Publication status	Published - 1 Jan 2016
Externally published	Yes

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10.1057/978-1-137-54291-5_3

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Entry modes as a component of international marketing strategy: A mixed-method analysis of higher education services. / Naidoo, Vik; Donovan, Jerome; Milner, Trenton et al.
International Marketing of Higher Education. ed. / Terry Wu; Vik Naidoo. Vol. 1 United States: Palgrave Macmillan, 2016. p. 47-82.

Research output: A Conference proceeding or a Chapter in Book › Chapter › peer-review

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AU - Naidoo, Vik

AU - Donovan, Jerome

AU - Milner, Trenton

AU - Topple, Cheree

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AB - 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.

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Entry modes as a component of international marketing strategy: A mixed-method analysis of higher education services

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