Extended review of Shakespeare, Einstein and the Bottom Line

Purpose The purpose of this paper is to review the book, Shakespeare, Einstein and the Bottom Line: The Marketing of Higher Education, which takes a creative approach to marketing of universities to an increasingly global marketplace and an audience growing in sophistication. Design/methodology/approach The reviewer approaches a US‐oriented volume through the eyes of an academic outside of the USA but familiar with the thematics from a broad, interdisciplinary background. Findings Both the author and reviewer sense that those responsible for placing their institutions in an attractive position to survive and thrive in a global economy need to look at their efforts through the eyes of professional marketers while taking a more creative and opportune approach. Originality/value This volume provides such a more creative and opportune approach, which will be of interest to both administration and faculty alike

Business · Einstein · Media studies · Originality · Political science · Public relations · Social science · Sociology · Sophistication · Value (mathematics · Computer Science · Higher Education Governance and Development · Management and Marketing Education · Marketing