From the invisible hand to the invisible hand shake: marketing higher education
Gibbs, Paul 
ORCID: https://orcid.org/0000-0002-9773-3977
(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
[Article]
(doi:10.1080/13596740200200134)
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: | A. > Centre for Education Research and Scholarship (CERS) A. > School of Health and Education |
| Item ID: | 2570 |
| Useful Links: | |
| Depositing User: | Repository team |
| Date Deposited: | 23 Jun 2009 10:40 |
| Last Modified: | 10 Dec 2019 03:43 |
| URI: | https://eprints.mdx.ac.uk/id/eprint/2570 |
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