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Branding B-Schools: Reputation Management for MBA Programs
被引：0
作者：
Argenti P.
[1
]
机构：
[1] Dartmouth College,
关键词：
advertising;
brand;
communications;
corporate branding;
e-communication;
identity;
image;
intangibles;
philanthropy;
positioning;
reputation;
stakeholder;
D O I：
10.1057/palgrave.crr.1540111
中图分类号：
学科分类号：
摘要：
Increasingly, business schools are finding that they need to focus on building reputation — even more so than their parent universities. However, in-house, public relations and publications offices are ill-equipped to take on this responsibility. Some schools, like the University of Chicago, have hired marketers and others have used consulting firms, like McKinsey & Co., to analyze this problem, but none are immune from the phenomenon, and few seem to understand the need to focus on reputation. © 2000, Palgrave Macmillan.
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页码：171 / 178
页数：7
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