Übersicht			Auf mobile öffnen

Lieferstatus:	i.d.R. innert 7-14 Tagen versandfertig
Veröffentlichung:	Juli 2022
Genre:	Wirtschaft / Recht
	Advertising, Marketing & Sponsorship Law / Advertising, marketing and sponsorship law / Arbitration, mediation & alternative dispute resolution / Arbitration, mediation and alternative dispute resolution / BUSINESS & ECONOMICS / Industries / Media & Communications / BUSINESS & ECONOMICS / Marketing / General / BUSINESS & ECONOMICS / Sales & Selling / General / intellectual property law / LAW / Alternative Dispute Resolution / LAW / Arbitration, Negotiation, Mediation / LAW / Intellectual Property / General / Media, Information & Communication Industries / Sales & marketing / Sales and marketing mehr...
ISBN:	9781108841375
EAN-Code:	9781108841375
Verlag:	Cambridge Academic
Einband:	Gebunden
Sprache:	English
Dimensionen:	H 235 mm / B 157 mm / D 17 mm
Gewicht:	500 gr
Illustration:	Worked examples or Exercises
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values - education, research, and the production of knowledge - and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.