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Understanding Branding in Higher Education : Marketing Identities.

Author: Anthony Lowrie
Publisher: New York : Palgrave Macmillan US, 2017.
Series: Marketing and Communication in Higher Education.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Lowrie, Anthony.
Understanding Branding in Higher Education : Marketing Identities.
New York : Palgrave Macmillan US, ©2017
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Anthony Lowrie
ISBN: 9781137560711 1137560711
OCLC Number: 1009242576
Description: 1 online resource (198 pages)
Contents: Preface --
Contents --
List of Boxes --
List of Charts --
List of Figures --
List of Tables --
Chapter 1: Introduction --
Chapter 2: The Desire for Relevance --
Demands, Needs, Wants and Desires --
Expressions of Desire --
Specifying Desire --
Desire and the Unconscious --
Expressions of Desire and the Unconscious --
Bibliography --
Chapter 3: The Conceptualization of Relevance --
Pursuing Relevance --
Going â#x80;#x98;Deepâ#x80;#x99; on Relevance: Who and What Is Relevant? --
Thinking About Relevance: All Knowledge Is Relevant The Relevance and Desire for EmancipationRejection of Essentialism and a Discursive Shift for Desire --
The Promotional Form of Desire in Branding Higher Education --
A Desire for Equivalence and Difference --
Articulating the Politics of Desire in Logics of Difference and Equivalence --
Subject Position Equals Identity: The Writing in of Equivalence and Difference --
Bibliography --
Chapter 4: Whatâ#x80;#x99;s in a Brand Name? --
Free Liberal-Cash Flow --
Descriptions of Liberty --
Bibliography --
Chapter 5: The Shattered Brand Fantasy SET and AssessmentSET: Quasi-experiment --
Results --
Correlation Analysis --
Univariate Regression Analysis --
Professional Subjective, Independent Assessment, or Something a Bit More Radical? --
A Radical Alternative --
Bibliography --
Chapter 8: Concluding Remarks --
In the Name, We Trust --
Unit of Analyses --
Traction --
Not All Desires Are Equal --
Ontological Investment --
Malleability of (Self) Identity --
A Note on Costs and Transparency --
Bibliography
Series Title: Marketing and Communication in Higher Education.

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