Academic Brands

• अन्य लेखक: Biagioli, Mario (संपादक), Sunder, Madhavi (संपादक)
• स्वरूप: इलेक्ट्रोनिक पुस्तक अध्याय
• भाषा: अंग्रेज़ी
• प्रकाशित: Cambridge University Press 2022
• श्रृंखला: Social Sciences
• विषय: Intellectual property law; branding; universities; marketing; logos; trademarks
• ऑनलाइन पहुंच: 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...