Mendeley出力
Understanding Branding in Higher Education : Marketing Identities / by Anthony Lowrie
(Marketing and Communication in Higher Education. ISSN:29464609)
| 資料タイプ | 電子ブック |
|---|---|
| 版 | 1st ed. 2018. |
| 出版者 | (New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan) |
| 出版年 | 2018 |
| 大きさ | XVII, 188 p. 4 illus., 2 illus. in color : online resource |
書誌詳細を非表示
| 一般注記 | Chapter 1: Introduction.- Chapter 2: The desire for relevance -- Chapter 3: The conceptualization of relevance -- Chapter 4: What’s in a brand name? -- Chapter 5: The shattered brand fantasy -- Chapter 6: The death rattle of the liberal arts -- Chapter 7: A long day’s journey into liberal arts pedagogy -- Chapter 8: Concluding remarks. 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. HTTP:URL=https://doi.org/10.1057/978-1-137-56071-1 |
|---|---|
| 著者標目 | *Lowrie, Anthony author SpringerLink (Online service) |
| 件 名 | LCSH:Education, Higher LCSH:Marketing FREE:Higher Education FREE:Marketing |
| 分 類 | LCC:LB2300-2799.3 DC23:378 |
| 書誌ID | EB16356740 |
| ISBN | 9781137560711 |