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Abstract The purpose of this paper is to offer a positive challenge to the current state‐of‐the‐art and status of marketing theory and practice in higher education. As such, it stands in an academic tradition which attempts to stimulate thinking and raise awareness about a range of ‘issues in practice’ which have to be addressed, if our ideas are to progress beyond, what can at best be categorised as, ‘naive marketing’ in education.
J. G. Duncan (Sat,) studied this question.