Branding Isn't a Dirty Word

Autor/in	Weisbuch, Robert A.
Titel	Branding Isn't a Dirty Word
Quelle	In: Chronicle of Higher Education, 53 (2007) 21, (1 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0009-5982
Schlagwörter	Stellungnahme; Higher Education; Competition; Student Recruitment; Advertising; Case Studies + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Wettkampf; Werbung; Case study; Fallstudie; Case Study
Abstract	According to Weisbuch, many professors often view marketing and advertising as means to employ persuasion, not toward the good, but amorally, toward a commercial end that may be socially beneficial or harmful. Those in academe exist in a competitive environment, and while they are painfully aware of certain excesses and compromises that the competition among them encourages, they also are aware that the competition keeps them working to provide a better education for their students. In developing a brand, the focus is typically put on the few areas in which one excels or that give one the greatest competitive advantage. Weisbuch, president of Drew University in New Jersey, contends that there are ways of becoming distinctive by creating coalitions among different kinds of educational institutions and agencies in order to create an academic landscape with more range and choice than presently exists. (ERIC).
Anmerkungen	Chronicle of Higher Education. 1255 23rd Street NW Suite 700, Washington, DC 20037. Tel: 800-728-2803; e-mail: circulation@chronicle.com; Web site: http://chronicle.com/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10