International Higher Education Online Marketing: A Cross-Cultural Study Of Globe Clusters

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F11%3A%230000016" target="_blank" >RIV/29142890:_____/11:#0000016 - isvavai.cz</a>
Alternative codes found
RIV/61384399:31160/11:00038702
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
International Higher Education Online Marketing: A Cross-Cultural Study Of Globe Clusters
Original language description
Higher education is dynamic global industry with highly competitive and developed market. Universities strive to communicate their international programs to impress prospective students interested in studying abroad. International education is provided in local environment and influenced by local culture and characteristics, however it might be perceived as a global product satisfying needs of students worldwide, attaining consistent positioning and referring to similar values on all markets. This studyaddresses a question, whether there is a difference between communicated characteristics of international programs among universities from various cultures. Websites of seventy universities coming from different GLOBE cultural clusters are analyzed through data-mining methods. The analysis suggests that marketing communications to international students do not stand on cultural grounds as there are only marginal differences between international program communications across the world.
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of The 17th International Business Information Management Association Conference
ISBN
978-0-9821489-6-9
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
1335-1343
Publisher name
IBIMA
Place of publication
Milan, Italy
Event location
Milan, Italy
Event date
Jan 1, 2011
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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