國立虎尾科技大學 |

Academic brands : = distinction in global higher education /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Academic brands :/ edited by Mario Biagioli, Madhavi Sunder.
Reminder of title:	distinction in global higher education /
other author:	Biagioli, Mario,
Description:	1 online resource (xiv, 231 pages) :digital, PDF file(s). :
Notes:	Title from publisher's bibliographic system (viewed on 25 Jul 2022).
Subject:	Universities and colleges - Marketing. -
Online resource:	https://doi.org/10.1017/9781108881920
ISBN:	9781108881920 (ebook)

Academic brands : = distinction in global higher education /
Academic brands :distinction in global higher education /edited by Mario Biagioli, Madhavi Sunder. - 1 online resource (xiv, 231 pages) :digital, PDF file(s).

Title from publisher's bibliographic system (viewed on 25 Jul 2022).

Open Access.

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.

ISBN: 9781108881920 (ebook)Subjects--Topical Terms:

1042850
Universities and colleges
--Marketing.

LC Class. No.: LB2342.82 / .A23 2022

Dewey Class. No.: 378.1/01

Academic brands : = distinction in global higher education /
LDR:02219nam a2200301 i 4500 001 1122256
003 UkCbUP
005 20220725022307.0
006 m|||||o||d||||||||
007 cr||||||||||||
008 240926s2022||||enk o ||1 0|eng|d
020 $a 9781108881920 (ebook)
020 $z 9781108841375 (hardback)
020 $z 9781108794756 (paperback)
035 $a CR9781108881920
040 $a UkCbUP $b eng $e rda $c UkCbUP
050 0 0 $a LB2342.82 $b .A23 2022
082 0 0 $a 378.1/01 $2 23/eng/20220218
245 0 0 $a Academic brands : $b distinction in global higher education / $c edited by Mario Biagioli, Madhavi Sunder.
264 1 $a Cambridge, United Kingdom ; $a New York, NY, USA : $b Cambridge University Press, $c [2022]
300 $a 1 online resource (xiv, 231 pages) : $b digital, PDF file(s).
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Title from publisher's bibliographic system (viewed on 25 Jul 2022).
506 0 $a Open Access. $f Unrestricted online access $2 star
520 $a 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.
650 0 $a Universities and colleges $x Marketing. $3 1042850
650 0 $a Education, Higher $x Marketing. $3 933021
650 0 $a Trademarks. $3 656730
650 0 $a Branding (Marketing) $3 568096
700 1 $a Biagioli, Mario, $d 1955- $e editor. $3 1438325
700 1 $a Sunder, Madhavi, $e editor. $3 1438326
776 0 8 $i Print version: $z 9781108841375
856 4 0 $u https://doi.org/10.1017/9781108881920