An Aristotelian model for ethical higher education marketing: The role of practical wisdom

Paul Gibbs

21 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Ethics in Business and Education Marketing and Advertising Strategies Management and Marketing Education

Abstract

This paper discusses the concerns for a distinct ethics for marketers of higher education. It argues that higher education retains a difference for both product and service and that unfettered marketing can influence and then manipulate the underlying edifying offering.

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References

2003Structure, Agency and the Internal Conversation 2002Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man 2006Universities in a competitive global marketplace 1995Strategic Marketing for Educational Institutions 1995Marketing in a postmodern world 2008Leadership as Practice: Challenging the Competency Paradigm 1992Three Rival Versions of Moral Enquiry. Encyclopaedia, Genealogy, and Tradition.2009Universities in the Marketplace

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