* 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.
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