Network communications in the management of the university brand
Автор: Vanushkina V.V.
Журнал: Известия Санкт-Петербургского государственного экономического университета @izvestia-spgeu
Рубрика: Методология и инструментарий управления
Статья в выпуске: 3 (117), 2019 года.
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The value characteristics of network communication interactions are of interest for focus group marketing research. The article emphasizes the importance of conducting focus-group marketing research in an online environment, which made it possible to confirm the author's hypothesis regarding the increasing role of the social and ethical parameters of the university brand.
Socio-ethical brand rod university branding, reference brand, focus group, network communication
Короткий адрес: https://sciup.org/148319004
IDR: 148319004
