University brand building (Paperback)

The world's leading universities have been applying various marketing strategies in their management since the late 1980s. The interest in university branding in the West was dictated by the expansion of the global higher education market and the emergence of national and then international academic rankings. Modern conditions require the application of new methods by Russian universities as well. However, the possibilities of applying marketing and communication tools can vary considerably in different national markets. The author tries to formulate the theoretical foundations of the concept of university brand in Russia and suggestions for the practical application of this concept by Russian universities. The book is recommended for specialists in marketing of educational services and management in higher education, as well as for teachers and students of relevant specialties.