The book puts focus on how universities and colleges must promote themselves, make themselves visible with a distinct identity. Universities and colleges must accept to be in competition with each other for the best postgraduate courses, and institutions need to compete and promote themselves in relation to other market forces.The three authors¿ voices conceal the substance on a global level, reading the material in a multicultural perspective, in an inclusive perspective and above all in a challenging perspective. The book's macro perspective gives relevance beyond Poland's borders, first and foremost to other European countries. To prove the integrated perspective the authors give references both to the European Union (EU) and the Bologna Process.Social development of information and communication technology together with the growing globalization go so quickly that the present offers not time to establish itself. Thus the three authors send us the following a message: "The world must always be read again." With this message the authors uncover this book`s actuality and its timeliness.