Academic brands : : distinction in global higher education / / edited by Mario Biagioli, Madhavi Sunder.
The 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...
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Superior document: | Social Sciences |
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Place / Publishing House: | Cambridge, United Kingdom ;, New York, NY, USA : : Cambridge University Press,, [2022] |
Year of Publication: | 2022 |
Edition: | 1st ed. |
Language: | English |
Series: | Social Sciences
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Physical Description: | 1 online resource (xiv, 231 pages) :; digital, PDF file(s). |
Notes: | Title from publisher's bibliographic system (viewed on 25 Jul 2022). |
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Academic brands : distinction in global higher education / edited by Mario Biagioli, Madhavi Sunder. 1st ed. Cambridge, United Kingdom ; New York, NY, USA : Cambridge University Press, [2022] 1 online resource (xiv, 231 pages) : digital, PDF file(s). text txt rdacontent computer c rdamedia online resource cr rdacarrier Social Sciences Open access Unrestricted online access star English Title from publisher's bibliographic system (viewed on 25 Jul 2022). The 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. Universities and colleges Marketing. Education, Higher Marketing. Trademarks. Branding (Marketing) 9781108841375 Biagioli, Mario, 1955- editor. Sunder, Madhavi, editor. |
language |
English |
format |
eBook |
author2 |
Biagioli, Mario, 1955- Sunder, Madhavi, |
author_facet |
Biagioli, Mario, 1955- Sunder, Madhavi, |
author2_variant |
m b mb m s ms |
author2_role |
TeilnehmendeR TeilnehmendeR |
title |
Academic brands : distinction in global higher education / |
spellingShingle |
Academic brands : distinction in global higher education / Social Sciences |
title_sub |
distinction in global higher education / |
title_full |
Academic brands : distinction in global higher education / edited by Mario Biagioli, Madhavi Sunder. |
title_fullStr |
Academic brands : distinction in global higher education / edited by Mario Biagioli, Madhavi Sunder. |
title_full_unstemmed |
Academic brands : distinction in global higher education / edited by Mario Biagioli, Madhavi Sunder. |
title_auth |
Academic brands : distinction in global higher education / |
title_new |
Academic brands : |
title_sort |
academic brands : distinction in global higher education / |
series |
Social Sciences |
series2 |
Social Sciences |
publisher |
Cambridge University Press, |
publishDate |
2022 |
physical |
1 online resource (xiv, 231 pages) : digital, PDF file(s). |
edition |
1st ed. |
isbn |
1-108-89810-6 1-108-89819-X 1-108-88192-0 9781108841375 |
callnumber-first |
L - Education |
callnumber-subject |
LB - Theory and Practice of Education |
callnumber-label |
LB2342 |
callnumber-sort |
LB 42342.82 A23 42022 |
illustrated |
Not Illustrated |
dewey-hundreds |
300 - Social sciences |
dewey-tens |
370 - Education |
dewey-ones |
378 - Higher education |
dewey-full |
378.1/01 |
dewey-sort |
3378.1 11 |
dewey-raw |
378.1/01 |
dewey-search |
378.1/01 |
work_keys_str_mv |
AT biagiolimario academicbrandsdistinctioninglobalhighereducation AT sundermadhavi academicbrandsdistinctioninglobalhighereducation |
status_str |
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ids_txt_mv |
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carrierType_str_mv |
cr |
hierarchy_parent_title |
Social Sciences |
is_hierarchy_title |
Academic brands : distinction in global higher education / |
container_title |
Social Sciences |
author2_original_writing_str_mv |
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