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Understanding Branding in Higher Education - Marketing Identities (Hardcover, 1st ed. 2018) Loot Price: R4,227

Discovery Miles 42 270

Repayment Terms: R396 pm x 12*

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Understanding Branding in Higher Education - Marketing Identities (Hardcover, 1st ed. 2018): Anthony Lowrie

Understanding Branding in Higher Education - Marketing Identities (Hardcover, 1st ed. 2018)

Anthony Lowrie

Series: Marketing and Communication in Higher Education

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Loot Price R4,227 Discovery Miles 42 270 | Repayment Terms: R396 pm x 12*

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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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United Kingdom
Series:	Marketing and Communication in Higher Education
Release date:	October 2017
First published:	2018
Authors:	Anthony Lowrie
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	188
Edition:	1st ed. 2018
ISBN-13:	978-1-137-56070-4
Categories:	Books > Social sciences > Education > Higher & further education > General Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-137-56070-3
Barcode:	9781137560704