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Draws on the works of Jacques Lacan and Ernesto Laclau to underpin critical radicalism
Understanding Branding in Higher Education Marketing Identities
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Marketing and Communication in Higher Education
Understanding Branding in Higher Education
Marketing Identities
Anthony Lowrie
Education / Schools / Levels / Higher
Provides the reader with a robust theoretical account of branding higher education while providing a practical means of undertaking branding that will not isolate faculty and split the plurality of stakeholder communities
Presents an analysis based on a 3-year ethnographic study of users and providers of higher education within the university-industry-student relationship
Anthony Lowrie is Associate Professor of Marketing Communications at Emerson College, USA. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction.
| Publication Date: | 26 October 2017 |
| Publisher: | Palgrave Macmillan US |
| Imprint: | Palgrave Macmillan |
| ISBN-13: | 9781137560704 |
| Format: | Hardback |
| Page Count: | 188 |