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The author considers how financial institution marketing has changed in the US, following recent deregulation legislation. He highlights the increasing need for market research, segmentation and positioning, product development and improved communications and promotion.

The purpose of this paper is to investigate international student recruitment from an institutional perspective and to consider institutional factors that may affect recruitment.

A qualitative study is undertaken in which education marketing practitioners are interviewed regarding aspects of international student recruitment at their institutions. Interview data are analysed by NVivo and categorized into four institutional factors: marketing department size, employee qualifications, institutional recruiting experience, and institutional focus.

Differences are found to exist between universities and secondary schools in terms of their current international education recruitment practices. The percentage of international student cohort appears to be largely responsible for sectoral differences.

Findings presented are from a sample of secondary schools and universities in Australia and New Zealand. Further research is required to determine applicability of the findings to other education sectors.

Implications are considered from the viewpoint of the international education marketing practitioner, education manager and policy makers. The theoretical contribution of the study is also discussed.

This paper fulfils an identified research and practitioner gap through investigating international student recruitment from an institutional perspective.

A trend towards a more competitive educational system which is obvious in several countries is expected to increase the rates at which schools, colleges, and universities respond to their environments and to enhance their creativity and innovativeness. To achieve these objectives, various strategies, such as open‐boundary admission policies, have been adopted. Consequently, educational institutions are beginning to adopt marketing strategies to attract students, staff, and funds. This adoption of marketing has several implications. These include harmonising a marketing philosophy with the institutional mission, creating appropriate organisational structures, and implementing marketing strategies.

How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation (EMO). The purpose of this paper is to examine the similarities and differences of export marketing orientation amongst three higher education institutions.

This study uses export marketing concepts to compare three universities from Canada, Hong Kong and the UK to explore how institutions use international student recruitment as export marketing in international markets.

The study finds a number of similarities and differences in how HEIs react and respond to market and global environments, and responses impact the level of EMO. It argues that institutions rely differently on export marketing in their approach international students and highlights the need to understand how various factors such as national policy and institutional strategy impacts institutional adoption of an EMO in higher education.

By comparing HEIs from different parts of the world, this paper shows differences in export marketing orientation that are shaped by national policy frameworks and organizational culture. This is the first time three institutions from Canada, Hong Kong and the UK have been compared for EMO, and this study provides new insights into the factors that contribute or hinder EMO for HEIs.

While marketing research in the context of educational institutions continues to grow, little is known about the strategic choices associated with international student recruitment (ISR), an important activity that, increasingly, has significant influence on the longevity and prosperity of education institutions in many countries. This study addresses a deficit in the marketing/education literature by using the Value Discipline Strategy (VDS) typology as an appropriate framework upon which to investigate and expand our knowledge of international student recruitment (ISR) strategies operating in educational institutions.

The research design comprised two stages involving both qualitative and quantitative methods. Participants were ISR practitioners in the secondary school and university sectors across two countries, i.e. Australia and New Zealand. Phase 1 involved in‐depth interviews with ISR marketing practitioners across educational sectors, while Phase 2 involved the use of an online survey to a larger sample of ISR marketing practitioners.

While the use of the VDS typology was found to be appropriate in the education sector, it was incomplete. This led to the proposal of a fourth strategy the authors label as entrenched isolation (Phase 1). Phase 2 results identified strategy commonalities and some important differences across sectors and countries.

From a theoretical perspective, the implications of this study are important as the findings lead to an expansion of the VDS typology.

From a practical perspective, ISR practitioners are provided with a valuable tool to identify the ISR marketing strategy in their institution and, furthermore, implement strategic change that can be effectively measured.

The contribution of the research is threefold. Firstly, the authors extend marketing strategy theory through the expanded VDS model. Secondly, the authors identify and validate strategies adopted by ISR departments across two countries and, finally, the authors validate the use of the self‐typing paragraph method as an appropriate mechanism for strategy identification.

The purpose of this paper is to encourage the development of a research stream on the market orientation concept in higher education. Specifically, the author explains why this concept has emerged as a potentially relevant strategy to manage higher educational institutions. The paper raises the main problems surrounding the use of market orientation in higher education, and thereby, suggests an extensive research agenda which is expected to improve the importation of marketing concepts in higher education.

This paper is based on an extensive critical literature review on market orientation, and a document analysis to grasp the major changes that have affected higher education institutions' context since the middle of the 1980s. A bulk of research agenda is proposed and summarised in a table. The different topics are rooted in the link the author has attempted to put between marketing theory and higher educational context.

Research on market orientation in higher education still has many rooms to explore. These are: competition, quality issues, the impact of budget cuts on marketing implementation and market orientation operationalisation, etc.

While the market orientation strategy has been widely studied in commercial sector, its use in public and non‐profit sector such as higher education is still unsatisfactory. The paper: points on the limits of conceptual transpositions; discusses why market orientation is important to face the new context of higher education; and raises a number of research directions that have tremendous promises in the endeavour to build richer theories of marketing management, and to address significant problems of marketing practice in higher education.

To wipe out the criticism of being a replica of conventional financial institution, Islamic financial institutions (IFIs) need to comply with Islamic principles not only on financial side but also while branding and marketing their products and services. This will bring the coherence between their overall market image and core business activities. This paper aims to discuss in detail the Islamic marketing traits relevant to the IFIs for positioning and offering their products.

This study follows the research design based on reviewing existing sources of Qura’an and Hadith, the secondary research literature on this novel topic and substantial intellectual discourse with the field experts.

It is criticized that IFIs lack the spirit of Islamic values for marketing and branding a commercial business entity. Therefore, this paper outline the differences between Islamic and conventional marketing. Also, it contributes to explain the traits of Islamic marketing mix relevant to the IFIs based on Islamic established principles.

This study gives valuable practical guidelines for the marketing policymakers of Islamic financial institutions. Islamic marketing mix; product, price, place and promotion, related strategies can be designed and branded keeping the true spirit of Islamic marketing values intact.

This study is practically important for Islamic financial intuitions to sustain their “Islamic” image by making sure of Islamic principles in their product development, pricing, promotions and distribution.

The socioeconomic system is the brand of Islamic economics and finance. IFIs being the stakeholders of this brand can contribute to the well-being of the society by enhancing their acceptability with the help of divine image and operations.

Literature on practical Islamic marketing approach in particular to the IFIs is very limited. This study gives comprehensive findings on all the major aspects of marketing based on Islamic values for Islamic financial institutions.

The objective of this paper is to simultaneously identify influential articles, journals, institutions, and researchers in marketing research in recent years using a threshold citation analysis.

The threshold citation analysis counts the number of times a research work is cited by articles published in a set of elite marketing journals. In order to be included in the analysis, the research work must be cited 18 or more times. This threshold is used to measure influence and is unique in the ranking of marketing research. The threshold citation analysis incorporates the quality, the importance, and the influence of research works in the ranking criteria and is not limited to a set of journals nor confined by the year a research work is published.

The three frequently cited articles in marketing research are Fornell and Larcker, Baron and Kenny, and Anderson and Gerbing. Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research are the three marketing journals having the greatest influence in marketing research. As for the ranking of institutions, the three most influential institutions in marketing research are Northwestern University, the University of Pennsylvania, and the University of Michigan while the three frequently cited authors in marketing research are Richard Oliver, Valarie Zeithaml, and James Anderson.

First, this study identifies influential research works, journals, institutions, and researchers in marketing simultaneously and is in sharp contrast to the traditional approaches that identify influential research works, journals, institutions, and researchers separately. Second, this analysis mitigates the limitations that have plagued the quantity oriented publication‐based approach and the quality oriented citation‐based approach, making these findings more robust and inclusive. Finally, this paper identifies non‐marketing journals, non‐marketing articles, and scholarly books that have significant impact on contemporary marketing research. Consequently, this study offers new and comprehensive insights to the rankings research in marketing that were neglected by previous studies.

This paper draws on the findings of a survey of 315 education institutions from Australia, Canada, New Zealand, the UK and the USA. Respondents were asked to rate their institutions’ overall performance on a series of 17 items that an examination of the literature and previous in‐depth interviews identified as being critical to the success of education institutions seeking to market themselves internationally. A factor analysis of these items identified four underlying dimensions. Promotion and Recruitment, Image and Resources, People and Culture and Coalition and Forward Integration. The relative success of these institutions was then measured using a scale consisting of four indicators relating to: growth in enrolments, demand, short to medium‐term outlook and financial benefits. A logistic regression model was then constructed to identify which of these success factors were possible determinants of institutional success. Two factors, Image and Resources, and Coalition and Forward Integration were found to be significant predictors of market success.

Three basic approaches to retail institutional change can be discerned in the last 30 years. The first contends that institutional evolution is a function of developments in the socio‐economic environment. The second argues that change occurs in a cyclical fashion. The third considers inter‐institutional conflict to be the mainspring of retail change. None of those approaches is found to be entirely satisfactory, and a series of combination theories has been posited. It is argued that regional institutional change is the result of environmental forces and a cycle‐like sequence of inter‐institutional conflict.