UK higher education viewed through the marketization and marketing lenses

Eva Nedbalová, Luke Greenacre, John Schulz

Research output: Contribution to journalArticleResearchpeer-review

13 Citations (Scopus)


This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms – autonomy, competition, price and information – are contrasted with the four Ps of marketing: product, price, place and promotion. This paper demonstrates how market forces influence HE institutions and, in contrast, how HE institutions shape the environment via marketing practice. Knowing how one discipline relates to another is crucial for those who strive to understand the context of HE.
Original languageEnglish
Pages (from-to)178-195
Number of pages18
JournalJournal of Marketing for Higher Education
Issue number2
Publication statusPublished - 3 Jul 2014
Externally publishedYes


  • 4P Marketing Mix
  • Economic Market mechanisms
  • Economic Market theory
  • UK higher education

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