Browse Items (2850 total)

Strategic marketing of higher education encompasses the efforts made by tertiary or higher education institutions to develop a better understanding of the needs of their prospective customers in order to design products and services to meet and…

This book explores the challenges and precarity of higher education post-pandemic, explicitly focusing on higher education in emerging countries. Looking beyond the pandemic, the editors and contributors provide a holistic view of the residual…

Brands are important for both consumers and frms. While strong brands
bring fnancial benefts to frms and help them diferentiate themselves
from competing products, it also gives assurance to consumers and helps
assuage the tension involved in…

This chapter offers an overview of important aspects of how public sector entities across the African continent are leveraging digital and social media channels to achieve various strategic ends, including enhancing public communication, more…

This chapter highlights the potential of an unexplored African Professional Football League to leverage its brand through effective marketing communications. The chapter is primarily documentary analysis-driven, drawing upon a mixture of official…