Abstract
HEIs are nowadays challenged with intensified competition amongst each other as well as an ongoing battle for additional funds and students. Especially within Western Europe, the introduction of bachelor’s and master’s degrees has led to higher student mobility and international competition. Therefore, HEIs are being challenged more than ever to find new ways to approach prospective students and, furthermore, retain their existing students (Maringe, 2006; Drewes and Michael, 2006).
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© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Neus, F. (2020). Events as a Customer Touchpoint in Student Life – Creating Valuable Experiences and Lasting Impressions. In: Event Marketing in the Context of Higher Education Marketing and Digital Environments. Handel und Internationales Marketing Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29262-1_2
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DOI: https://doi.org/10.1007/978-3-658-29262-1_2
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