Unintentional Demarketing in Higher Education
Madichie, N. (2014) Unintentional Demarketing in Higher Education. In: N., Bradley and J., Blythe (Eds.) De-marketing. London: Routledge. October (Chapter 13). ISBN: 978-0-415-81648-9.
14 Pages Posted: 2 Jun 2014 Last revised: 27 Oct 2014
Date Written: January 1, 2014
In their bid to embark upon ostensible demarketing, higher education institutions have only ended up cannibalizing their flagship brands. This paper draws upon three illustrations to highlight the unintentional consequences of demarketing in higher education - revised editions of bestselling texts (with limited value-added); regional adaptations of texts; and inappropriate and sometimes unsustainable course launches.
Keywords: Unintended demarketing; polycentrism; higher education
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