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题名/责任者:

Strategic brand management in higher education / edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown.

出版发行项:

Abingdon, Oxon ; New York, NY : Routledge, 2019.

ISBN:

9781032178363

ISBN:

9780367139421

载体形态项:

xvi, 276 pages ; 24 cm.

丛编说明:

Routledge studies in marketing

附加个人名称:

Nguyen, Bang, editor.

附加个人名称:

Melewar, T. C., editor.

附加个人名称:

Hemsley-Brown, Jane, 1950- editor.

论题主题:

Universities and colleges-Great Britain-Marketing.

论题主题:

Branding (Marketing)-Great Britain.

论题主题:

Business and education-Great Britain.

论题主题:

College publicity-Great Britain.

论题主题:

Business and education.

论题主题:

College publicity.

论题主题:

Universities and colleges-Marketing.

地理名称主题:

Great Britain.

中图法分类号:

G649.561

书目附注:

Includes bibliographical references and index.

摘要附注:

"University branding has increased substantially, due to demands on universities to enroll greater numbers of students, rising tuition fees, the proliferation of courses, the growing "internationalization" of universities, financial pressures and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system, and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource, and it will also be of interest to brand practitioners in both education and public sector markets"--

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