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Words fail us: marketing-speak damages the brand.
- Source :
-
Times Higher Education . 9/24/2015, Issue 2222, p27-27. 1p. - Publication Year :
- 2015
-
Abstract
- The author reflects on the effectiveness of marketing efforts initiated by universities in Great Britain as they bid to attract students. He explains that the hallmarks of effective marketing include distinctiveness and honesty. He opines that the tag lines used by universities in their marketing have lacked originality. He further avers that marketing can also damage the perception of those positive aspects that universities purport to promote.
- Subjects :
- *UNIVERSITIES & colleges
*MARKETING strategy
*HONESTY
*ORIGINALITY
*MARKETING
Subjects
Details
- Language :
- English
- ISSN :
- 00493929
- Issue :
- 2222
- Database :
- Academic Search Index
- Journal :
- Times Higher Education
- Publication Type :
- Periodical
- Accession number :
- 109917872