Extended review of Shakespeare, Einstein and the Bottom Line: The Marketing of Higher Education by D.L. Kirp

Abstract

Purpose

The purpose of this paper is to review the book, Shakespeare, Einstein and the Bottom Line: The Marketing of Higher Education, which takes a creative approach to marketing of universities to an increasingly global marketplace and an audience growing in sophistication.

Design/methodology/approach

The reviewer approaches a US‐oriented volume through the eyes of an academic outside of the USA but familiar with the thematics from a broad, interdisciplinary background.

Findings

Both the author and reviewer sense that those responsible for placing their institutions in an attractive position to survive and thrive in a global economy need to look at their efforts through the eyes of professional marketers while taking a more creative and opportune approach.

Originality/value

This volume provides such a more creative and opportune approach, which will be of interest to both administration and faculty alike.

Citation

Koc, E. (2006), "Extended review of Shakespeare, Einstein and the Bottom Line: The Marketing of Higher Education by D.L. Kirp", On the Horizon, Vol. 14 No. 1, pp. 19-21. https://doi.org/10.1108/10748120610648435