期刊名称：Freiberger Arbeitspapiere / Technische Universität Bergakademie Freiberg
出版年度：2005
卷号：2005
出版社：Technische Universität Bergakademie Freiberg, Fakultät für Wirtschaftswissenschaften
摘要：Recently, universities are confronted with changing basic conditions. To win the
increasing competition about third-party funds, qualified professors, best research
associates and students it is important to create an unique market position. Based on
theoretical fundamentals it will be discussed whether building university brands – as a
special kind of service brands – is necessary. Special demands and problems in
perception of target groups are being analyzed.
关键词：service, marketing for universities, brand, brand identity.
