| 000 | 02500nam a2200385 i 4500 | ||
|---|---|---|---|
| 001 | CR9781108881920 | ||
| 003 | UkCbUP | ||
| 005 | 20240508141510.0 | ||
| 006 | m|||||o||d|||||||| | ||
| 007 | cr|||||||||||| | ||
| 008 | 191223s2022||||enk o ||1 0|eng|d | ||
| 020 | _a9781108881920 (ebook) | ||
| 020 | _z9781108841375 (hardback) | ||
| 020 | _z9781108794756 (paperback) | ||
| 040 |
_aUkCbUP _beng _erda _cUkCbUP |
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| 050 | 0 | 0 |
_aLB2342.82 _b.A23 2022 |
| 082 | 0 | 0 |
_a378.1/01 _223/eng/20220218 |
| 245 | 0 | 0 |
_aAcademic brands : _bdistinction in global higher education / _cedited by Mario Biagioli, Madhavi Sunder. |
| 264 | 1 |
_aCambridge, United Kingdom ; _aNew York, NY, USA : _bCambridge University Press, _c[2022] |
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| 300 |
_a1 online resource (xiv, 231 pages) : _bdigital, PDF file(s). |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 506 | 0 |
_aOpen Access. _fUnrestricted online access _2star |
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| 500 | _aTitle from publisher's bibliographic system (viewed on 25 Jul 2022). | ||
| 520 | _aThe 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 |
_aUniversities and colleges _xMarketing. |
|
| 650 | 0 |
_aEducation, Higher _xMarketing. |
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| 650 | 0 | _aTrademarks. | |
| 650 | 0 | _aBranding (Marketing) | |
| 700 | 1 |
_aBiagioli, Mario, _d1955- _eeditor. |
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| 700 | 1 |
_aSunder, Madhavi, _eeditor. |
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| 776 | 0 | 8 |
_iPrint version: _z9781108841375 |
| 856 | 4 | 0 | _uhttps://doi.org/10.1017/9781108881920 |
| 999 |
_c38199 _d38199 |
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