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Conclusions and Reflections on Branding and Marketing in Higher Education

  • Antigoni Papadimitriou
  • Gerardo Blanco Ramírez
Chapter

Abstract

This edited volume set out to examine branding and marketing in the context of higher education from an international, regional, and national perspective. The book has a wide range of contributors, whose expertise spans higher education, sociology, quality management, comparative international education, marketing and branding, ranking, and educational philanthropy, all of whom have a major interest in global postsecondary education. In this chapter, we analyze trends across the chapters and identify ways to move research and practice forward. Issues of methods, identity building, and copyright are important for future research on the topic. The future of higher education will likely require practitioners and scholars who have command of at least the basic skills and competencies for branding and marketing in higher education.

Keywords

Branding Higher education Management Marketing 

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Antigoni Papadimitriou
    • 1
  • Gerardo Blanco Ramírez
    • 2
  1. 1.Johns Hokpins UniversityBaltimoreUSA
  2. 2.University of Massachusetts BostonBostonUSA

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