* 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.