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Brand management in higher education (Papel + e-book)

AN EMPIRICAL STUDY THROUGH THE AGENTS INVOLVED

Autor: CASANOVES BOIX, JAVIER

Sección: DERECHO - DERECHO GRAL

Brand management in higher education (Papel + e-book)

Brand management in higher education (Papel + e-book)

47,37€ IVA INCLUIDO

Editorial:
ARANZADI
Publicación:
30/01/2019
Colección:
Monografía
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Sinopsis

What is brand capital? And how to manage it strategically in higher education institutions Brand implies more than just the producer?s promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and …

What is brand capital? And how to manage it strategically in higher education institutions Brand implies more than just the producer?s promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and behaviour can be generalized in consumers, that is, brand equity can be generated. Applied to services, this is considered to be even more important, since the core business is based on intangibility. This book analyzes the essence of brand capital, the main models presented in the literature and the key elements that make it up. Its application in the context of higher educational is analyzed, detailing the relevance and the role of all of the university agents involved. Following on from this, a proposal is made for a model of brand capital in the higher education sector. Finally, an empirical study is described that highlights the importance of building educational brand through the agents involved in both public and private universities.
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Más información del libro

Brand management in higher education (Papel + e-book)

Editorial:
ARANZADI
Fecha Publicación:
Formato:
Cambiar formato
ISBN:
978-84-13-08330-8
EAN:
9788413083308
Nº páginas:
300
Colección:
Monografía
Lengua:
INGLES
Alto:
165 mm
Ancho:
235 mm
Sección:
DERECHO
Sub-Sección:
DERECHO GRAL

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