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University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of
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The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenat
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How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine t
Strategic Brand Management
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Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi
Strategic Brand Management
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This text provides readers with a framework of the four key aspects of strategic brand management: building, leveraging, identifying and measuring, and protecti