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The Globalization and Marketization of Higher Education: Some Insights from the Standpoint of Institutional Theory

Globalization and Internationalization in Higher Education : Theoretical, Strategic and Management Perspectives

Bloomsbury Academic, 2010

Book chapter

3

... allocating an increasing amount of time and resources to marketing and image-building, as observed in many studies worldwide (for example, Hemsley-Brown et al., 2006; Maringe et al., 2009; Oplatka, 2009), seems to be crucial for apparent...