From the invisible hand to the invisible hand shake: marketing higher education
Article
Gibbs, P. 2002. From the invisible hand to the invisible hand shake: marketing higher education. Research in Post-Compulsory Education. 7 (3), pp. 323-335. https://doi.org/10.1080/13596740200200134
| Type | Article |
|---|---|
| Title | From the invisible hand to the invisible hand shake: marketing higher education |
| Authors | Gibbs, P. |
| 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. |
| Research Group | Centre for Education Research and Scholarship (CERS) |
| Publisher | Triangle Journals |
| Journal | Research in Post-Compulsory Education |
| ISSN | 1359-6748 |
| Electronic | 1747-5112 |
| Publication dates | |
| 2002 | |
| Publication process dates | |
| Deposited | 23 Jun 2009 |
| Output status | Published |
| Digital Object Identifier (DOI) | https://doi.org/10.1080/13596740200200134 |
| Language | English |
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