Strategic Marketing for Higher Education - Where Value-Dominant Innovation drives Strategy and Performance

Rivera, Reynaldo · Kumar, V. · Oliveira, Alandeom · Kotler, Philip

Strategic Marketing for Higher Education offers an innovative roadmap for transforming higher education institutions through purpose-driven branding, foresight, innovation, stakeholder engagement, and data-driven strategies. Drawing on international case studies, the book integrates humanistic marketing and Value-Dominant Logic (VDL) to redefine institutional value propositions and design person-centric educational experiences. It explores marketing research, artificial intelligence, digital too