Academic Brands

• Diğer Yazarlar: Biagioli, Mario (Editör), Sunder, Madhavi (Editör)
• Materyal Türü: Elektronik Kitap Bölümü
• Dil: İngilizce
• Baskı/Yayın Bilgisi: Cambridge University Press 2022
• Seri Bilgileri: Social Sciences
• Konular: Intellectual property law; branding; universities; marketing; logos; trademarks
• Online Erişim: DOAB: download the publication; DOAB: description of the publication

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...