Extended review of Shakespeare, Einstein and the bottom line: the marketing of higher education by D.L. Kirp
CitationKOÇ, E. (2006). Extended review of Shakespeare, Einstein and the bottom line: the marketing of higher education by D.L. Kirp. On the Horizon, 14 (1), pp. 19-21. http://dx.doi.org/10.1108/10748120610648435.
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.