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

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Abstract

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.

Item Type:Article
Research Areas:Middlesex University Schools and Centres > School of Health and Education
Middlesex University Schools and Centres > Centre for Education Research and Scholarship (CERS)
ID Code:2570
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Deposited On:23 Jun 2009 10:40
Last Modified:24 Oct 2014 15:43

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