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Journal of Marketing for Higher Education Volume 21, 2011 - Issue 2
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Articles

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

Paul Gibbs Institute for Work Based Learning, Middlesex University, College House, The Burroughs, Hendon, London, UKCorrespondence[email protected]
Pages 203-214 | Received 02 Sep 2011, Accepted 12 Sep 2011, Published online: 07 Nov 2011
 
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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.

Acknowledgement

I am grateful to the two editors for their insights and suggestions for this article.

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