Academic Brands

• Tác giả: Mario Biagioli, Madhavi Sunder
• Ngôn ngữ: eng
• ISBN-13: 978-1108841375
• ISBN-13: 978-1108881920
• Ký hiệu phân loại: 378.101 College and university administration
• Thông tin xuất bản: LEIDEN ; BOSTON : Cambridge University Press, 2022
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 270733
• Chủ đề: 1. branding; 2. logos; 3. marketing; 4. universities; 5. Intellectual property law

Tóm tắt

Universities are increasingly presenting tas brands in their global marketing efforts. This volume shows what the emergence of academic brands can teach us about the rise of the 'university of excellence,' its global spread, and managerial values and marketing practices in higher education. Available as Open Access on Cambridge Core.