'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

See all articles by Nnamdi O. Madichie

Nnamdi O. Madichie

School of Business, Law and Social Sciences, University of Abertay, Dundee

Date Written: January 1, 2014

Abstract

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

Suggested Citation

Madichie, Nnamdi O., 'Unintentional Demarketing' in Higher Education (January 1, 2014). 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. . Available at SSRN: https://ssrn.com/abstract=2514946

Nnamdi O. Madichie (Contact Author)

School of Business, Law and Social Sciences, University of Abertay, Dundee ( email )

Bell Street
Dundee, DD1
United Kingdom

HOME PAGE: http://https://www.abertay.ac.uk/schools/school-of-business-law-and-social-sciences/

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