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035   $a(CKB)24271074200041
035   $a(UkCbUP)CR9781108881920
035   $a(oapen)https://directory.doabooks.org/handle/20.500.12854/90952
035   $a(EXLCZ)9924271074200041
100   $a20191223d2022||||  uy|            0
101 0 $aeng
135   $aur|||||||||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 00$aAcademic brands $edistinction in global higher education /$fedited by Mario Biagioli, Madhavi Sunder$b[electronic resource]
205   $a1st ed.
210   $cCambridge University Press$d2022
210  1$aCambridge, United Kingdom ;$aNew York, NY, USA :$cCambridge University Press,$d[2022]
215   $a1 online resource (xiv, 231 pages) $cdigital, PDF file(s)
225 1 $aSocial Sciences
300   $aOpen Access.
300   $aTitle from publisher's bibliographic system (viewed on 25 Jul 2022).
311   $a9781108841375 
330   $aThe 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.
606   $aUniversities and colleges$xMarketing
606   $aEducation, Higher$xMarketing
606   $aTrademarks
606   $aBranding (Marketing)
610   $abranding
610   $auniversities
610   $amarketing
610   $alogos
610   $atrademarks
615  0$aUniversities and colleges$xMarketing.
615  0$aEducation, Higher$xMarketing.
615  0$aTrademarks.
615  0$aBranding (Marketing)
676   $a378.1/01
686   $aLAW050000$2bisacsh
700   $aBiagioli$b Mario$4edt$0619276
702   $aBiagioli$b Mario$f1955-
702   $aSunder$b Madhavi
801  0$bUkCbUP
801  1$bUkCbUP
906   $aBOOK
912   $a9910585963703321
996   $aAcademic brands$93368125
997   $aUNINA