Academic Brands
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...
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| Other Authors: | , |
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| Format: | Electronic Book Chapter |
| Language: | English |
| Published: |
Cambridge University Press
2022
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| Series: | Social Sciences
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| Subjects: | |
| Online Access: | DOAB: download the publication DOAB: description of the publication |
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| Summary: | 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. |
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| ISBN: | 9781108881920 9781108841375 |
| DOI: | 10.1017/9781108881920 |
| Access: | Open Access |