Publisher's Synopsis
Fills a gap in the market by coupling theoretical grounding with real-life examples that show application in practice.
Each chapter concludes with two case studies from international Higher Education institutions alongside reflective questions to provoke further thought.
Suitable for a broad audience, from students studying services marketing and specific higher education management modules, to practitioners working in administrative roles within universities.
A particularly timely and "hot topic" title, as universities look to promote their brand and drive revenue in the (optimistically) post-pandemic world.
