Branding higher education institutions: What it takes to be branded
Over a long period of time, the word ‘brand’ has been used in business, marketing and advertising to distinguish the product of one unique seller from another.Today, we are living in a world of ‘customerisation’ in which customers opt for a product based on their desirability and according to their...
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| Format: | Book Section |
| Language: | English |
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Springer Singapore
2016
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| Online Access: | http://repo.uum.edu.my/18345/1/978-981-287-602-7%20%20147-162.pdf http://repo.uum.edu.my/18345/ http://doi.org/10.1007/978-981-287-603-4_13 |
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