Angulo-Ruiz, FernandoPergelova, AlbenaCheben, Juraj2024-04-092024-04-092016Angulo-Ruiz, F., Pergelova, A., & Cheben, J. (2016) “The relevance of marketing activities for higher education institutions across developed economies.” In Wu, Terry and Naidoo, Vik “International Marketing of Higher Education,” Palgrave MacMillan.https://hdl.handle.net/20.500.14078/3506The higher education(HE)sector is experiencing continuous growth (Durvasula et al. 2011) and projections point that potential demand for HE worldwide will expand from 97 million students in 2000 to over 262 million students by 2025 (Bjarnason et al. 2009). One of the noticeable trends in the education sector throughout this growth has been what some have called global marketization (Marginson and van der Wende 2007; Naidoo and Wu 2011). The term "marketization" refers to the facts that as the HE market has become progressively more competitive, many HE institutions (HEI) have started to engage in strategic market.ing and design marketing activities with the aim of increasing the number of applicants to their universities (Angulo et al. 2010; Hemsley-Brown and Oplatka 2006).enAll Rights Reservedglobal marketizationpost-secondary educationBook Chapter