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. Availabl...

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Natura:	Online
Lingua:	inglese
Pubblicazione:	Cambridge University Press 2022
Soggetti:	branding universities marketing logos trademarks thema EDItEUR::L Law::LN Laws of specific jurisdictions and specific areas of law::LNR Intellectual property law
Accesso online:	ONIX_20220809_9781108881920_150
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