Marketing of Higher Education: Problems and Issues in Theory and Practice

The purpose of this paper is to offer a positive challenge to the current state-of-the-art and status of marketing theory and practice in higher education. As such, it stands in an academic tradition which attempts to stimulate thinking and raise awareness about a range of 'issues in practice' which have to be addressed, if our ideas are to progress beyond, what can at best be categorised as, 'naive marketing' in education.