Literaturnachweis - Detailanzeige
Autor/in | Sevier, Robert A. |
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Titel | Brand as Relevance. |
Quelle | In: Journal of Marketing for Higher Education, 10 (2001) 3, S.77-96Infoseite zur Zeitschrift |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 0884-1241 |
Schlagwörter | Leitfaden; Higher Education; Institutional Advancement; Organizational Communication; Public Relations |
Abstract | Discusses seven steps for colleges to create effective brands: identifying essential qualities that your audiences desire; assessing how well your audience perceives you deliver on those qualities; identifying which performance and perception gaps you want to fill; responding strategically; revising and prioritizing your vivid descriptors; developing and executing a brand communications strategy; and testing and refining your brand strategies. (EV) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |