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Strategic Brand Management in Higher Education (Routledge Studies in Marketing) - Tapa dura

Libro 4 de 60: Routledge Studies in Marketing
 
9780367139421: Strategic Brand Management in Higher Education (Routledge Studies in Marketing)
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ISBN 10: 0367139421 ISBN 13: 9780367139421
Editorial: Routledge, 2019

Sinopsis

This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions.

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Acerca del autor

Bang Nguyen is Professor at the University of Southern Denmark, Kolding, Denmark. His research interests include branding, BtB marketing, CRM, and innovation management. Bang has published widely in journals such as Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Business Ethics Quarterly, among others.

T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK. TC’s research interests include branding, corporate identity and international marketing strategy. He has published in the Journal of International Business Studies, International Journal of Management Reviews, and Industrial Marketing Management among others.

Jane Hemsley-Brown is Professor of Marketing at Surrey Business School, Surrey, UK. She is the author of over 100 publications on consumer behaviour, choice in education markets and management decision-making, including three books: Higher Education Consumer Choice (2015), The Management and Leadership of Education Marketing: Research, Practice and Applications (2013) and Choosing Futures: Young people's decision-making in education, training and careers markets (2001).

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Editorial
Routledge
Año de publicación
2019
Idioma
Inglés
ISBN 10 
0367139421
ISBN 13 
9780367139421
Encuadernación
Tapa dura
Número de edición
1
Número de páginas
294
Editor
Nguyen Bang, Hemsley-Brown Jane, Melewar T.C
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
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