On the Marketisation and Marketing of Higher Education
Edited by Anthony Lowrie, Jane Hemsley-Brown
Routledge – 2014 – 240 pages
Practitioners of marketing in higher education and all academics across all disciplines who work in higher education are aware of the importance of marketing to their careers, their department, and their institution. Chancellors, University Presidents, Deans, Heads of School, Directors of Research, Directors of Programs and faculty, as well as those who work in departments of marketing within higher education institutions, recognise the increasing utility of marketing what they have to offer. Our purpose in this research based book on higher education marketing is to bring to the diversity of these publics a more sophisticated way of thinking about, and methods for, marketing higher education.
This book was originally published as a special issue of the Journal of Marketing Management.
Introduction: This thing called marketization Anthony Lowrie and Jane Hemsley-Brown 1. Strategic, competitive, and co-operative approaches to internationalisation in European business schoolsRoger Bennett and Rita Kottasz 2. Marketing strategy implementation in higher education: A mixed approach for model development and testingVik Naidoo and Terry Wu 3. The consumerist turn in higher education: Policy aspirations and outcomesRajani Naidoo, Avi Shankar and Ekant Veer 4. Market subjectivity and neoliberal governmentality in higher educationRohit Varman, Biswatosh Saha and Per Skålén 5. Using student-choice behaviour to estimate tuition elasticity in higher educationRobert E. Carter and David J. Curry 6. The effects of pre-enrolment emotions and peer group interaction on students’ satisfactionAdrian Palmer and Nicole Koenig-Lewis 7. The idiosyncratic behaviour of service quality, value, satisfaction, and intention to recommend in higher education: An empirical examinationLesley Ledden, Stavros P. Kalafatis and Alex Mathioudakis 8. Service recovery in higher education: Does national culture play a role?Thorsten Gruber, Ilma Nur Chowdhury and Alexander E. Reppel
Anthony Lowrie is Professor of Marketing at Minnesota State University, USA. In addition to this post, he is a visiting reader at the University of Surrey, Guildford, UK, currently lives in Massachusetts and works at Emerson College, Boston, USA. Previously, he was an Economic and Social Research Council research fellow at the Judge School of Business, Cambridge University, UK, where he had previously undertaken a PhD in the subject of marketing higher education. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction. He is co-editor of the Journal of Marketing for Higher Education and founding chair of the American Marketing Association special interest group on Marketing for Higher Education.
Jane Hemsley-Brown is Associate Dean (International), and Reader in Marketing Research at University of Surrey, Guildford, Surrey, UK. Jane is the author of over 70 papers and articles on consumer behaviour, choice in education markets and management decision-making, including two books: The Management and Leadership of Education Marketing: Research, Practice and Applications (2013 with Oplatka) and Choosing Futures: Young people’s decision-making in education, training and careers markets (2001, with Foskett). Jane is also co-editor of the Journal of Marketing for Higher Education with Dr Anthony Lowrie of Emerson College, Boston, MA, USA.