With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenues, but also as an integral part of an overall academic strategy. Universities and colleges face new challenges in student recruitment and international competition. The role of international marketing in higher education is of growing importance.
|Title of host publication||International Marketing of Higher Education|
|Editors||Terry Wu, Vik Naidoo|
|Number of pages||7|
|Publication status||Published - 1 Jan 2016|