Australian universities are not happy places. Despite the shiny rhetoric of excellence, quality, innovation and creativity, universities face a barrage of criticism over claims of declining standards, decreased funding, compromised assessment, increased vocationalism, overburdened academics and never-ending reviews and restructures. In a scathing insider exposé, Dr. Richard Hil lifts the lid on a higher education system that's corporatised beyond recognition, steeped in bureaucracy and dominated by marketing and PR imperatives rather than intellectual pursuit. Fearless, ferocious and often fun.
Contents:- Basic consideration., The industrial marketing system, The industrial marketing concept., The demand for industrial goods. Demand and product characteristics, The industrial customer, Purchasing system, Value and vendor analysis., Marketing intelligence. The marketing intelligence system, Market intelligence, Market identification: The evaluation process, Measuring marketing performance.