Understanding Branding in Higher Education: Marketing Identities (Marketing and Communication in Higher Education) - Image 1

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MACMILLAN Understanding Branding in Higher Education: Marketing Identities (Marketing and Communication in Higher Education)

Name: Understanding Branding in Higher Education: Marketing Identities (Marketing and Communication in Higher Education)
Brand: MACMILLAN
Price: 91.17 GBP
Availability: InStock

Brands & Corporate Identity

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Description

This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college.

Product Specifications

Brand: MACMILLAN
Format: hardcover
ASIN: 1137560703
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 26 October 2017
Listed Since: 17 August 2017

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MACMILLAN Understanding Branding in Higher Education: Marketing Identities (Marketing and Communication in Higher Education)

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It has never been this cheap. We have no record of a lower price.

MACMILLAN Understanding Branding in Higher Education: Marketing Identities (Marketing and Communication in Higher Education)

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