Provides the reader with a robust theoretical account of branding higher education while providing a practical means of undertaking branding that will not isolate faculty and split the plurality of stakeholder communities

Draws on the works of Jacques Lacan and Ernesto Laclau to underpin critical radicalism
Presents an analysis based on a 3-year ethnographic study of users and providers of higher education within the university-industry-student relationship

Autorentext
Anthony Lowrie is Associate Professor of Marketing Communications at Emerson College, USA. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction.

Inhalt
Chapter 1: Introduction.- Chapter 2: The desire for relevance.- Chapter 3: The conceptualization of relevance.- Chapter 4: What's in a brand name?.- Chapter 5: The shattered brand fantasy.- Chapter 6: The death rattle of the liberal arts.- Chapter 7: A long day's journey into liberal arts pedagogy.- Chapter 8: Concluding remarks.