From the invisible hand to the invisible hand shake: marketing higher education
Gibbs, Paul (2002) From the invisible hand to the invisible hand shake: marketing higher education. Research in Post-compulsory Education, 7 (3). pp. 323-335. ISSN 1359-6748
Full text is not in this repository.
This item is available in the Library Catalogue
This article considers that the fundamentals of marketing which were developed to increase business efficiency fail to fulfil the needs of higher education. An alternative premise is proposed based on the notions of temporality, confidence and trust. The article is timely as higher education embraces a business model of competition almost without questioning the appropriateness of the tools it uses.
|Research Areas:||Middlesex University Schools and Centres > School of Health and Education|
Middlesex University Schools and Centres > Centre for Education Research and Scholarship (CERS)
|Deposited On:||23 Jun 2009 10:40|
|Last Modified:||24 Oct 2014 15:43|
Repository staff only: item control page
Full text downloads (NB count will be zero if no full text documents are attached to the record)
Downloads per month over the past year