Pregled bibliografske jedinice broj: 658000
Challenges for services branding of universities and R&D institutions
Challenges for services branding of universities and R&D institutions // 4th European Forum for Marketing of Scientific and Research Organizations
Varšava, Poljska, 2013. (pozvano predavanje, nije recenziran, neobjavljeni rad, znanstveni)
CROSBI ID: 658000 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Challenges for services branding of universities and R&D institutions
Autori
Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Skup
4th European Forum for Marketing of Scientific and Research Organizations
Mjesto i datum
Varšava, Poljska, 21.11.2013. - 22.11.2013
Vrsta sudjelovanja
Pozvano predavanje
Vrsta recenzije
Nije recenziran
Ključne riječi
branding; universities; R&D institutions
Sažetak
This presentation explores the role and the importance of services branding in the context of universities and R&D institutions. The purpose is to both articulate the essence and to improve the understanding of this specific filed of the services brand management. Although there is a significant body of scholarly papers available on university education and scientific R&D as a service, still very few of them address the field of branding these specific services. Existing papers show that there are optimistic as well as pessimistic attitudes to branding universities and R&D institutions. Paper helps summarize the existing knowledge about the brands in the specific market of educational and R&D services. Academicians and marketers in practice are advised to invest additional efforts into researching, developing and building this challenging and complex services brand management field so as to help form and fulfill the expectations of a number audiences: students (current and alumni), parents, academicians, researchers, business community, public policy makers, investors.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
067-0000000-3375 - Strategija razvoja imidža Republike Hrvatske u procesu pridruživanja EU (Ozretić Došen, Đurđana, MZOS ) ( CroRIS)
Ustanove:
Ekonomski fakultet, Zagreb
Profili:
Đurđana Ozretić Došen
(autor)