Academic Brands

Herausgeber: Biagioli, Mario; Sunder, Madhavi

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 246
• Erscheinungstermin: 1. Juli 2022
• Englisch
• Abmessung: 235mm x 157mm x 18mm
• Gewicht: 514g
• ISBN-13: 9781108841375
• ISBN-10: 1108841376
• Artikelnr.: 63116550

Inhaltsangabe

Prologue: Mario Biagioli and Madhavi Sunder; Part I. Are Academic Brands
Distinctive: 1. Distinctive Excellence Mario Biagioli; 2. One of a kind
like you: The university as a personalized generic Celia Lury; 3. The
public higher education brand Deven Desai; Part II. Local and Global
Dimensions: 4. Academic brands and online education Paul Berman; 5.
University brands as Geographical indications Jeremy Sheff; 6. Elite
universities as luxury brands Haochen Sun; Part III. Conflicted Interests,
Haunting Associations: 7. Academic branding and cognitive dissonance Mark
Bartholomew; 8. A captive audience: Corporate propaganda on the American
college campus Joshua Hunt; 9. When brands go bad: The rise and fall, and
Re-Rise and Re-Fall, of Isaac royall, Jr. Janet Halley; Epilogue: The
Aesthetic university Madhavi Sunder.