Marketing and education: a clash or a synergy in time?
Article
Gibbs, P. 2007. Marketing and education: a clash or a synergy in time? Journal of Business Research. 60 (9), pp. 1000-1002. https://doi.org/10.1016/j.jbusres.2007.01.025
| Type | Article |
|---|---|
| Title | Marketing and education: a clash or a synergy in time? |
| Authors | Gibbs, P. |
| 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. |
| Research Group | Centre for Education Research and Scholarship (CERS) |
| Publisher | Elsevier |
| Journal | Journal of Business Research |
| ISSN | 0148-2963 |
| Publication dates | |
| Sep 2007 | |
| Publication process dates | |
| Deposited | 24 Jun 2009 |
| Output status | Published |
| Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2007.01.025 |
| Language | English |
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