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Marketing Australian Tertiary Education

Australian tertiary education institutions have long operated in a quasi market, while maintaining the pretence—or hope—that the relations between institutions, staff and students were animated more by attachment to scholarship than to market advantage. Gabrielle Baldwin offered one of the more spirited rejections of the ‘colonisation’ of higher scholarship by business, industry and advertising in a paper published in this journal not so long ago (Baldwin, 1994, p. 126), but more recently even she has conceded to referring to students as ‘consumers’, again in this journal (Baldwin & James, 2000, p. 145).