To read the full version of this content please select one of the options below:

Marketing schools and consumer choice

Janet A. Harvey (Department of Education, Loughborough University, Loughborough, UK, and)

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 1 August 1996

Downloads
3956

Abstract

States that the concept of marketing is regarded with suspicion by many in education because of its commercial implications. Marketing is seen as a potential tool for the application of market forces and is therefore regarded as ethically undesirable. Argues that the methods and ideology of commercial marketing, if properly understood and correctly applied by professionals in education, can be beneficial rather than harmful, and may be imperative for schools and colleges wishing to attract students and to offer them the most relevant provision.

Keywords

Citation

Harvey, J.A. (1996), "Marketing schools and consumer choice", International Journal of Educational Management, Vol. 10 No. 4, pp. 26-32. https://doi.org/10.1108/09513549610122165

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited