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UK higher education viewed through the marketization and marketing lenses

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dc.contributor.authorNedbalova, E.
dc.contributor.authorGreenacre, L.
dc.contributor.authorSchulz, J.
dc.date.issued2014
dc.description.abstractThis paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms - autonomy, competition, price and information - are contrasted with the four Ps of marketing: product, price, place and promotion. This paper demonstrates how market forces influence HE institutions and, in contrast, how HE institutions shape the environment via marketing practice. Knowing how one discipline relates to another is crucial for those who strive to understand the context of HE.
dc.identifier.citationJournal of Marketing for Higher Education, 2014; 24(2):178-195
dc.identifier.doi10.1080/08841241.2014.973472
dc.identifier.issn0884-1241
dc.identifier.issn1540-7144
dc.identifier.urihttps://hdl.handle.net/11541.2/120284
dc.language.isoen
dc.publisherRoutledge
dc.rightsCopyright 2014 Taylor & Francis.
dc.source.urihttps://doi.org/10.1080/08841241.2014.973472
dc.subject4P marketing mix
dc.subjecteconomic market theory
dc.subjecteconomic market mechanisms
dc.subjectUK higher eduation
dc.titleUK higher education viewed through the marketization and marketing lenses
dc.typeJournal article
pubs.publication-statusPublished
ror.mmsid9916027073601831

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