{"product_id":"9781032178363","title":"Strategic Brand Management in Higher Education","description":"\u003ch3\u003eRoutledge Studies in Marketing\u003c\/h3\u003e\u003ch1\u003eStrategic Brand Management in Higher Education\u003c\/h1\u003e\u003ch3\u003eBang Nguyen | T.C Melewar | Jane Hemsley-Brown\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\u003cp\u003eUniversity branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand.\u003cbr\u003e\u003cbr\u003eThis 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. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education.\u003cbr\u003e\u003cbr\u003eReaders are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.\u003c\/p\u003e\u003c\/div\u003e\u003cdiv\u003e\n\u003cp\u003e\u003cstrong\u003eBang Nguyen\u003c\/strong\u003e 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 \u003cem\u003eIndustrial Marketing Management, Journal of Business Research, European Journal of Marketing, Business Ethics Quarterly\u003c\/em\u003e, among others.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eT C Melewar\u003c\/strong\u003e 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 \u003cem\u003eJournal of International Business Studies, International Journal of Management Reviews\u003c\/em\u003e, and \u003cem\u003eIndustrial Marketing Management\u003c\/em\u003e among others.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eJane Hemsley-Brown\u003c\/strong\u003e 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: \u003cem\u003eHigher Education Consumer Choice\u003c\/em\u003e (2015), \u003cem\u003eThe\u003c\/em\u003e \u003cem\u003eManagement and Leadership of Education Marketing: Research, Practice and Applications\u003c\/em\u003e (2013) and \u003cem\u003eChoosing\u003c\/em\u003e \u003cem\u003eFutures: Young people's decision-making in education, training and careers markets\u003c\/em\u003e (2001).\u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e30 September 2021\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eTaylor \u0026amp; Francis\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eRoutledge\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781032178363\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e292\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e15.63\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":63536207724684,"sku":"9781032178363","price":56.69,"currency_code":"USD","in_stock":true}],"url":"https:\/\/lateknightbooks.com\/products\/9781032178363","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}