International Marketing in UK Higher Education: Some Issues in Relation to Marketing Educational Programmes to Overseas Students
Abstract
The development of international marketing principles and practices in UK universities is considered with specific reference to a study of two institutions. First there is an outline of how a marketing approach has emerged in relation to overseas students. Then the way in which clients′ needs are assessed; the development of an appropriate marketing mix; and the management of marketing operations are appraised.
Keywords
Citation
Kinnell, M. (1989), "International Marketing in UK Higher Education: Some Issues in Relation to Marketing Educational Programmes to Overseas Students", European Journal of Marketing, Vol. 23 No. 5, pp. 7-21. https://doi.org/10.1108/EUM0000000000566
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited