Strategic brand management in higher education:
"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 studen...
Gespeichert in:
| Weitere beteiligte Personen: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2019
|
| Schriftenreihe: | Routledge studies in marketing
7 |
| Schlagwörter: | |
| Links: | https://doi.org/10.4324/9780429029301 https://doi.org/10.4324/9780429029301 |
| Zusammenfassung: | "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"-- |
| Umfang: | 1 Online-Ressource (xvi, 276 Seiten) |
| ISBN: | 9780429029301 9780429636264 9780429639432 9780429642609 |
| DOI: | 10.4324/9780429029301 |
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| 245 | 1 | 0 | |a Strategic brand management in higher education |c edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown |
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| 650 | 4 | |a Universities and colleges / Great Britain / Marketing | |
| 650 | 4 | |a Branding (Marketing) / Great Britain | |
| 650 | 4 | |a Business and education / Great Britain | |
| 650 | 4 | |a College publicity / Great Britain | |
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| author2 | Bang, Nguyen Melewar, T. C. ca. 20. Jh Hemsley-Brown, Jane 1950- |
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| dewey-full | 378.068/80941 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 378 - Higher education (Tertiary education) |
| dewey-raw | 378.068/80941 |
| dewey-search | 378.068/80941 |
| dewey-sort | 3378.068 580941 |
| dewey-tens | 370 - Education |
| discipline | Allgemeines Pädagogik Wirtschaftswissenschaften |
| doi_str_mv | 10.4324/9780429029301 |
| format | Electronic eBook |
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| id | DE-604.BV047005607 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T19:07:04Z |
| institution | BVB |
| isbn | 9780429029301 9780429636264 9780429639432 9780429642609 |
| language | English |
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| publishDate | 2019 |
| publishDateSearch | 2019 |
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| publisher | Routledge, Taylor & Francis Group |
| record_format | marc |
| series | Routledge studies in marketing |
| series2 | Routledge studies in marketing |
| spelling | Strategic brand management in higher education edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown London ; New York Routledge, Taylor & Francis Group 2019 1 Online-Ressource (xvi, 276 Seiten) txt rdacontent c rdamedia cr rdacarrier Routledge studies in marketing 7 "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"-- Universities and colleges / Great Britain / Marketing Branding (Marketing) / Great Britain Business and education / Great Britain College publicity / Great Britain Bang, Nguyen (DE-588)1024997154 edt Melewar, T. C. ca. 20. Jh. (DE-588)135575109 edt Hemsley-Brown, Jane 1950- edt Erscheint auch als Druck-Ausgabe, Festeinband 978-0-367-13942-1 Routledge studies in marketing 7 (DE-604)BV046290810 7 https://doi.org/10.4324/9780429029301 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Strategic brand management in higher education Routledge studies in marketing Universities and colleges / Great Britain / Marketing Branding (Marketing) / Great Britain Business and education / Great Britain College publicity / Great Britain |
| title | Strategic brand management in higher education |
| title_auth | Strategic brand management in higher education |
| title_exact_search | Strategic brand management in higher education |
| title_full | Strategic brand management in higher education edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown |
| title_fullStr | Strategic brand management in higher education edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown |
| title_full_unstemmed | Strategic brand management in higher education edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown |
| title_short | Strategic brand management in higher education |
| title_sort | strategic brand management in higher education |
| topic | Universities and colleges / Great Britain / Marketing Branding (Marketing) / Great Britain Business and education / Great Britain College publicity / Great Britain |
| topic_facet | Universities and colleges / Great Britain / Marketing Branding (Marketing) / Great Britain Business and education / Great Britain College publicity / Great Britain |
| url | https://doi.org/10.4324/9780429029301 |
| volume_link | (DE-604)BV046290810 |
| work_keys_str_mv | AT bangnguyen strategicbrandmanagementinhighereducation AT melewartc strategicbrandmanagementinhighereducation AT hemsleybrownjane strategicbrandmanagementinhighereducation |