出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：It starts from the idea that the image and well-managed communication are strategic assets which enhance the brand and, consequently, to the university. Transmission brand of Spanish universities through their web sites has become for universities in an issue of great importance due to the uncertainty in which the universities are located. In this sense, the web sites are not only the place where the public have a first contact with the university, but are also a means of communication with internal and external audiences, which allows institutions to ensure greater competitiveness, constitute an added value to their audiences.
其他摘要：It starts from the idea that the image and well-managed communication are strategic assets which enhance the brand and, consequently, to the university. Transmission brand of Spanish universities through their web sites has become for universities in an issue of great importance due to the uncertainty in which the universities are located. In this sense, the web sites are not only the place where the public have a first contact with the university, but are also a means of communication with internal and external audiences, which allows institutions to ensure greater competitiveness, constitute an added value to their audiences.
