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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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:||School of Health and Education|
Centre for Education Research and Scholarship (CERS)
|Deposited On:||23 Jun 2009 10:40|
|Last Modified:||24 Oct 2014 15:43|
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