دانلود کتاب Understanding Branding in Higher Education: Marketing Identities

Name: Understanding Branding in Higher Education: Marketing Identities
Availability: InStock
Author: Anthony Lowrie (auth.)
ISBN: 9781137560704, 9781137560711

by Anthony Lowrie (auth.)

عنوان فارسی: درک علامت گذاری در آموزش عالی: هویت بازاریابی
ناشر: Palgrave Macmillan US
سال: 2018
ویرایش: 1
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): XVII, 188-
شابک: 9781137560704, 9781137560711
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 2.27 مگابایت

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جزییات کتاب

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.

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