ERIC Number: EJ603552
Record Type: CIJE
Publication Date: 1999
Reference Count: 0
The Academic as Service Provider: Is the Customer "Always Right?"
Scott, S. V.
Journal of Higher Education Policy and Management, v21 n2 p193-202 Nov 1999
Argues that application of a marketing perspective to higher education does not require "doing everything the customer wants," but rather bringing the expectations of the service provider and the customer closely into line. Distinguishes between providing professional services and the manner in which they are marketed. Urges educators to develop their professionalization. (DB)
Publication Type: Journal Articles; Opinion Papers
Education Level: N/A
Authoring Institution: N/A