Cases on Innovations in Educational Marketing: Transnational and Technological Strategies

Tripathi and Mukerji (Open U. Business School, UK, and Indira Gandhi National Open U., India) bring together an international group of university faculty working in education, business, marketing, technology, and other areas who present 19 cases that address issues in marketing new educational approaches in higher education. The cases discuss topics such as a study of higher education services marketing in Asian markets, the quality of university services and market segmentation, search engine advertising, the role of a full-time adjunct professional in providing quality education and the implication for institutional marketing, organizational survival techniques for competition, converting e-text to knowledge, a transnational collaborative approach, institutional repositioning and networked learning, academic freedom and ethics vs. marketing techniques, social networking in international marketing communications, student experience management for improved student relations, marketing for online and doctoral programs, and e-learning in diverse international markets. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)