000 02938nam a22004695i 4500
999 _c98207
_d98207
001 978-1-137-56071-1
003 DE-He213
005 20191025114840.0
007 cr nn 008mamaa
008 171025s2018 xxu| s |||| 0|eng d
020 _a9781137560711
024 7 _a10.1057/978-1-137-56071-1
_2doi
040 _cМУБИС
050 4 _aLB2300-2799.3
072 7 _aJNM
_2bicssc
072 7 _aEDU015000
_2bisacsh
072 7 _aJNM
_2thema
082 0 4 _a378
_223
100 1 _aLowrie, Anthony.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
245 1 0 _aUnderstanding Branding in Higher Education
_h[electronic resource] :
_bMarketing Identities /
_cby Anthony Lowrie.
264 1 _aNew York :
_bPalgrave Macmillan US :
_bImprint: Palgrave Macmillan,
_c2018.
300 _aXVII, 188 p. 4 illus., 2 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aMarketing and Communication in Higher Education
505 0 _aChapter 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. .
520 _aThis 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. .
650 0 _aEducation, Higher.
650 0 _aMarketing.
650 1 4 _aHigher Education.
_0http://scigraph.springernature.com/things/product-market-codes/O36000
650 2 4 _aMarketing.
_0http://scigraph.springernature.com/things/product-market-codes/513000
710 2 _aSpringerLink (Online service)
776 0 8 _iPrinted edition:
_z9781137560704
776 0 8 _iPrinted edition:
_z9781349935611
776 0 8 _iPrinted edition:
_z9781349935628
830 0 _aMarketing and Communication in Higher Education
856 4 0 _uhttps://doi.org/10.1057/978-1-137-56071-1
_yElectronic version-Цахим хувилбар
942 _2ddc
_cEBOOK