From the invisible hand to the invisible handshake: marketing higher education
Open Access
- 1 October 2002
- journal article
- research article
- Published by Informa UK Limited in Research in Post-Compulsory Education
- Vol. 7 (3), 325-338
- https://doi.org/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.Keywords
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