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Abstract This paper reviews the development of higher education since the end of the Second World War and explores the way it has been marketed over that period. The advent of a marketing concept is dated from the early 1960s, with the establishment of UCCA and the great public relations effect of the Robbins Report. The final sections of the paper explore the concept of strategic planning in higher education and the development of marketing strategies within a strategic plan.
Peter G. Moore (Sat,) studied this question.