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Shakespeare, Einstein, and the Bottom Line : The Marketing of Higher Education
Shakespeare Einstein and the Bottom Line The Marketing of Higher Education Author:David L. Kirp How can you turn an English department into a revenue center? How do you grade students if they are "customers" you must please? How do you keep industry from dictating a university's research agenda? What happens when the life of the mind meets the bottom line? Wry and insightful, Shakespeare, Einstein, and the Bottom Line takes us ... more »on a cross-country tour of the most powerful trend in academic life today—the rise of business values and the belief that efficiency, immediate practical usefulness, and marketplace triumph are the best measures of a university's success. "Kirp has an eye for telling examples, and he captures the turmoil and transformation in higher education in readable style." —Karen W. Arenson, New York Times "Kirp is both quite fair and a good reporter; he has a keen eye for the important ways in which bean-counting has transformed universities, making them financially responsible and also more concerned about developing lucrative specialties than preserving the liberal arts and humanities. Shakespeare, Einstein, and the Bottom Line is one of the best education books of the year, and anyone interested in higher education will find it to be superior." —Martin Morse Wooster, Washington Times« less