Chapter 1 The Role of International Marketing in Higher Education

Chapter 2 The Relevance of Marketing Activities for Higher Education Institutions

Chapter 3 Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services

Chapter 4 Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities

Chapter 5 University Website Design in International Student Recruitment: Some Reflections

Chapter 6 Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program

Chapter 7 Developing Economy Universities Competing in a Global Market: Evidence from Thailand

Chapter 9 Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad

Chapter 10 Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary