Part 1 Introduction: Role of International Marketing in Higher Education -- 1. Introduction Terry Wu and Vik Naidoo -- Part 2 Emerging Themes and Strategic Perspectives -- 2. The Relevance of Marketing Activities for Higher Education Institutions Luis Fernando Angulo-Ruiz, Albena Pergelova, and Juraj Cheben -- 3. Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Ana…