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.
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
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.
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