机读格式显示(MARC)
- 000 03331cam a2200493 i 4500
- 008 181002s2019 enk b 001 0 eng
- 016 7_ |a 019267900 |2 Uk
- 020 __ |a 9781032178363 |q paperback
- 020 __ |a 9780367139421 |q hardback
- 020 __ |z 9780429029301 |q ebk
- 020 __ |z 9780429639432 |q ePub ebook
- 020 __ |z 9780429642609 |q PDF ebook
- 020 __ |z 9780429636264 |q Mobipocket ebook
- 035 __ |a (OCoLC)1057243135 |z (OCoLC)1065372813
- 040 __ |a DLC |b eng |e rda |c DLC |d OCLCO |d OCLCF |d YDX |d OCLCQ |d UKMGB |d YDX |d OCLCO
- 050 00 |a LB2342.82 |b .S76 2019
- 082 00 |a 378.068/80941 |2 23
- 245 00 |a Strategic brand management in higher education / |c edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown.
- 260 __ |a Abingdon, Oxon ; |a New York, NY : |b Routledge, |c 2019.
- 300 __ |a xvi, 276 pages ; |c 24 cm.
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 490 1_ |a Routledge studies in marketing
- 504 __ |a Includes bibliographical references and index.
- 520 __ |a "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"-- |c Provided by publisher.
- 650 _0 |a Universities and colleges |z Great Britain |x Marketing.
- 650 _0 |a Branding (Marketing) |z Great Britain.
- 650 _0 |a Business and education |z Great Britain.
- 650 _0 |a College publicity |z Great Britain.
- 650 _7 |a Business and education. |2 fast
- 650 _7 |a College publicity. |2 fast
- 650 _7 |a Universities and colleges |x Marketing. |2 fast
- 651 _7 |a Great Britain. |2 fast
- 700 1_ |a Nguyen, Bang, |e editor.
- 700 1_ |a Melewar, T. C., |e editor.
- 700 1_ |a Hemsley-Brown, Jane, |d 1950- |e editor.