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This chapter provides an historical perspective on the evolution of educational marketing both as a professional field within the management and leadership of educational organisations and as a research field for academics and practitioners. It weaves together three important strands of analysis:•The evolution of the political, economic and social ideologies which have created the context in which marketisation of education has occurred.•The development of approaches to educational marketing in schools, colleges and universities.•The development of the research arena focused on marketisation and marketing in educational institutions.

The analysis considers the challenges that market-based concepts have brought to the existing hegemonies within both education and academic research, and also the politics and sociology of academic research. This provides a perspective on the challenges of developing a ‘new’ research field as a valid and significant area of study. The chapter concludes that educational marketing has evolved very significantly over the last 30 years, but has a done so in a context of substantial intellectual and sociological challenge. Resistance to its development has at times reflected resistance to the underlying concepts of marketisation rather than a concern that its approaches and findings are not important.

University rankings and metrics have become an increasingly prominent basis of student decisions, generalized university reputation, and the resources university’s attract. We review the history of metrics in higher education and scholarship about the influence of ranking on the position and strategic behavior of universities and students. Most quantitative analyses on this topic estimate the influence of change in university rank on performance. These studies consistently identify a small, short-lived influence of rank shift on selectivity (e.g., one rank position corresponds to ≤1% more student applicants), comparable to ranking effects documented in other domains. This understates the larger system-level impact of metrification on universities, students, and the professions that surround them. We explore one system-level transformation likely influenced by the rise of rankings. Recent years have witnessed the rise of enrollment management and independent educational consultation. We illustrate a plausible pathway from ranking to this transformation: In an effort to improve rankings, universities solicit more applications from students to reduce their acceptance rate. Lower acceptance rates lead to more uncertainty for students about acceptance, leading them to apply to more schools, which decreases the probability that accepted students will attend. This leads to greater uncertainty about enrollment for students and universities and generates demand for new services to manage it. Because these and other system-level transformations are not as cleanly measured as rank position and performance, they have not received the same treatment or modeling attention in higher education scholarship, despite their importance for understanding and influencing education policy.

The introduction of consumer products can be traced back to the invention of the wheel, and after the first invention, humankind discovered that what can be consumable is marketable. Therefore, it is safe to suggest that the development of marketing, in thought and practice, has always been hand-in-hand with the evolution of humankind. Modern Turkey or Anatolia, one of the cradles of civilisation located in the Fertile Crescent or, in other words, Old Mesopotamia, has always been the centre of trade and marketing. As an emerging economy, Turkey has a lot to combine the ways of western practices with market dynamics unique to her, whereas authors find the development of marketing practices in Turkey exceptionally interesting. Therefore, this chapter aims to provide an insight and a brief history regarding the development of the Turkish marketing context throughout the years. We believe that this contribution will be helpful to those who are interested in the development of marketing in an emerging economy in an academic fashion, as well as for those who are attracted to follow the footprints of the modern era’s business environment.

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and ideology of the FTC’s leaders, developments in the field of economics, and the tenor of the times. The over-riding current role is to provide well considered, unbiased economic advice regarding antitrust and consumer protection law enforcement cases to the legal staff and the Commission. The second role, which long ago was primary, is to provide reports on investigations of various industries to the public and public officials. This role was more recently called research or “policy R&D”. A third role is to advocate for competition and markets both domestically and internationally. As a practical matter, the provision of economic advice to the FTC and to the legal staff has required that the economists wear “two hats,” helping the legal staff investigate cases and provide evidence to support law enforcement cases while also providing advice to the legal bureaus and to the Commission on which cases to pursue (thus providing “a second set of eyes” to evaluate cases). There is sometimes a tension in those functions because building a case is not the same as evaluating a case. Economists and the Bureau of Economics have provided such services to the FTC for over 100 years proving that a sub-organization can survive while playing roles that sometimes conflict. Such a life is not, however, always easy or fun.

Higher education in the United States aims to nurture civically engaged and democratically minded individuals. During its long history, nonprofit higher education has successfully responded to that call. While for-profit higher education is not new, in recent decades its expanded reach and career-focused influence have begun to drastically challenge our thinking about all of higher education and specifically the character and practices of nonprofit institutions. At the same time, for-profit institutions of higher education have been highly criticized for their administrative practices, their cost, and their questionable outcomes. Given this criticism, there has been only limited study of the student experience with for-profits. This chapter introduces a brief history of for-profit education in the United States and offers an overview of studies exploring the student experience at for-profit institutions. It examines the relationship between administrative practices at for-profit institutions and how those practices have affected students and their educational choices, both before enrolling and after graduation. By doing so, the reader is challenged to consider the past, present, and future of higher education along with its role and mission of shaping individuals and society.

Towns and cities across Canada face rapidly changing economic circumstances and many are turning to a variety of strategies, including tourism, to provide stability in their communities. Community Economic Development (CED) has become an accepted form of economic development, with recognition that such planning benefits from a more holistic approach and community participation. However, much of why particular strategies are chosen, what process the community undertakes to implement those choices and how success is measured is not fully understood. Furthermore, CED lacks a developed theoretical basis from which to examine these questions. By investigating communities that have chosen to develop their tourism potential through the use of murals, these various themes can be explored. There are three purposes to this research: (1) to acquire an understanding of the “how” and the “why” behind the adoption and diffusion of mural-based tourism as a CED strategy in rural communities; (2) to contribute to the emerging theory of CED by linking together theories of rural geography, rural change and sustainability, and rural tourism; and (3) to contribute to the development of a framework for evaluating the potential and success of tourism development within a CED process.

Two levels of data collection and analysis were employed in this research. Initially, a survey of Canadian provincial tourism guides was conducted to determine the number of communities in Canada that market themselves as having a mural-based tourism attraction (N=32). A survey was sent to these communities, resulting in 31 responses suitable for descriptive statistical analysis, using Statistical Package for the Social Sciences (SPSS). A case study analysis of the 6 Saskatchewan communities was conducted through in-depth, in person interviews with 40 participants. These interviews were subsequently analyzed utilizing a combined Grounded Theory (GT) and Content Analysis approach.

The surveys indicated that mural development spread within a relatively short time period across Canada from Chemainus, British Columbia. Although tourism is often the reason behind mural development, increasing community spirit and beautification were also cited. This research demonstrates that the reasons this choice is made and the successful outcome of that choice is often dependent upon factors related to community size, proximity to larger populations and the economic (re)stability of existing industry. Analysis also determined that theories of institutional thickness, governance, embeddedness and conceptualizations of leadership provide a body of literature that offers an opportunity to theorize the process and outcomes of CED in rural places while at the same time aiding our understanding of the relationship between tourism and its possible contribution to rural sustainability within a Canadian context. Finally, this research revealed that both the CED process undertaken and the measurement of success are dependent upon the desired outcomes of mural development. Furthermore, particular attributes of rural places play a critical role in how CED is understood, defined and carried out, and how successes, both tangible and intangible, are measured.

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.