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Challenges for services branding of universities and R&D institutions


Ozretić Došen, Đurđana
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)


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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:

Avatar Url Đurđana Ozretić Došen (autor)

Citiraj ovu publikaciju:

Ozretić Došen, Đurđana
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)
Ozretić Došen, Đ. (2013) Challenges for services branding of universities and R&D institutions. U: 4th European Forum for Marketing of Scientific and Research Organizations.
@article{article, author = {Ozreti\'{c} Do\v{s}en, \DJur\djana}, year = {2013}, keywords = {branding, universities, R and D institutions}, title = {Challenges for services branding of universities and R and D institutions}, keyword = {branding, universities, R and D institutions}, publisherplace = {Var\v{s}ava, Poljska} }
@article{article, author = {Ozreti\'{c} Do\v{s}en, \DJur\djana}, year = {2013}, keywords = {branding, universities, R and D institutions}, title = {Challenges for services branding of universities and R and D institutions}, keyword = {branding, universities, R and D institutions}, publisherplace = {Var\v{s}ava, Poljska} }




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