Marketing and education: a clash or a synergy in time?

Gibbs, Paul (2007) Marketing and education: a clash or a synergy in time? Journal of business research, 60 (9). pp. 1000-1002. ISSN 0148-2963

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Abstract

The notion of temporality receives little attention in the marketing literature and even less in recent literature on higher education. This paper discusses the notion of the temporality implicit in liberal higher education (where personal growth is its goal) and the temporality implicit in much of marketing activity. Marketing practice depends upon technique whilst the goal of education is practical wisdom transcending immediate time horizons. This situation creates a potential conflict that the hegemonic power of the market and its reproductive process, marketing, currently resolves. This marketing resolution constrains, enframes and forecloses what education might be.

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)
Citations on ISI Web of Science:2
ID Code:2588
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Deposited On:24 Jun 2009 08:50
Last Modified:24 Oct 2014 15:43

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