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Direct linkRutter, Richard; Lettice, Fiona; Nadeau, John – Journal of Marketing for Higher Education, 2017
While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand…
Descriptors: Higher Education, Communication Strategies, School Catalogs, Content Analysis
