| Abstract: | Calls for the large-scale expansion of British higher education raise fundamental questions about supply and demand. An increase of 400,000 students by the turn of the century would require action both to stimulate demand and encourage institutions to meet it. This article considers the main types of market that higher education will need to develop in order to fulfil such an ambitious target and concludes that a very substantial marketing effort would be needed in addition to financial incentives if the opportunities available are to be grasped. |
