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.
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.
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.
This volume provides such a more creative and opportune approach, which will be of interest to both administration and faculty alike.
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/10.1108/10748120610648435Download as .RIS
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