文章基本信息

标题：La transmisión de marca de las universidades españolas en sus portales webs
本地全文：下载
作者：María Victoria Carrillo Durán ; Ana Castillo Díaz
期刊名称：Historia y Comunicación Social
印刷版ISSN：1137-0734
电子版ISSN：1988-3056
出版年度：2013
卷号：18
期号：0
页码：195-205
DOI：10.5209/rev_HICS.2013.v18.43959
语种：Spanish
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.
关键词：Brand;spanish university;websites;branding online;Marca;universidad española;sede web;marca online
其他关键词：Brand; spanish university; websites; branding online