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Direct linkSvensson, Goran; Wood, Greg – International Journal of Educational Management, 2007
Purpose: The marketing concept is an idea that has been adopted in non-marketing contexts, such as the relationships between universities and their students. This paper aims to posit that marketing metaphors are inappropriate to describe the student-university relationship. Design/methodology/approach: The authors provide a conceptual discussion…
Descriptors: Student Attitudes, Figurative Language, Marketing, Misconceptions
