Academic brands
Éditeur :
Cambridge University Press
ISBN :
9781108841375
Date de publication :
21 juil. 2022
Dimensions :
23,5 x 15,7 x 1,7 cm
Poids :
500 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.