TY  - JOUR
AB  - 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.
VL  - 14
IS  - 1
SN  - 1074-8121
DO  - 10.1108/10748120610648435
UR  - https://doi.org/10.1108/10748120610648435
AU  - Koc Erdogan
PY  - 2006
Y1  - 2006/01/01
TI  - Extended review of Shakespeare, Einstein and the Bottom Line: The Marketing of Higher Education by D.L. Kirp
T2  - On the Horizon
PB  - Emerald Group Publishing Limited
SP  - 19
EP  - 21
Y2  - 2024/04/23
ER  -