Brand management based on consumer perceptions of a university

The paper scrutinizes the problems of positioning and managing the brand of an educational institution. Lack of the algorithm for managing a university brand on the basis of a positioning strategy is the main issue for academics to resolve. The authors find that the concept of position in the scien...

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Autores principales: Kapustina L.M., Zhadko E.A.
Formato: article
Lenguaje:RU
Publicado: Ural State University of Economics 2019
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Acceso en línea:https://doaj.org/article/9f3a9aab527a467a9df9ae5b5a2b101c
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