1. Agarwal, P (2006), Higher education in India: The need for change. New Delhi, Indian Council for

Research on International Economic Relations. URL: www.icrier.org/publication/working papers

180.html .

2. Agasisti, T. & Catalano, G. (2006) Governance models of university system –towards quasi-

markets? tendencies and perspectives: a European comparison, Journal of Higher Education Policy

and Management, 28(3), 245-262.

3. Ahier, J. (2000) Financing higher education by loans and fees: theorizing and researching the

private effects of a public policy, Journal of Education Policy, 15(6), 683-700.

4. Amaral, A. & Magalhaes, A. (2007) Market competition, public good and institutional governance:

analysis Portugal's experience, Higher Education Management and Policy, 19(1), 51-65.

5. b/80/34/e6/6e.pdf

6. Ball, S. (2009) Privatising education, privatising education policy, privatizing educational

research: network governance and the 'competition state', Journal of Educational Policy, 24(1), 83-

99.

7. Bartlett, L., Fredrick, M., Gulbrandsen, T., & Murillo, E. (2002) The marketisation of education:

public schools for private ends, Anthropology and Education Quarterly, 33(1), 1-25.

8. Beckie, S. (2009) The psychology of college pricing, Chronicle of Higher Education, 55(33), April

2009.

9. Blackwell, R., Miniard, P., & Engel, J. (2001), Consumer Behavior (9th Ed.), Ft. Worth, Texas:

Harcourt College Publishers.

10. Blumenstyk, G. (2006) Marketing: the for-profit way, Chronicle of Higher Education, 53(15),

December 2006.

11. Bok, D. (2003) Universities in the Marketplace: The Commercialisation of Higher Education.

Princeton, New Jersey: Princeton University Press.

12. Bok, D. (2003) Universities in the Marketplace: The Commercialisation of Higher Education.

Princeton, New Jersey: Princeton University Press.

13. Brassington, F. (2006) Principles of Marketing (4th ed.). Harlow: FT Prentice Hall.

14. Cabrera, A. & Nasa, S. (2000) Understanding the college-choice process, New Directions for

Institutional Research, 2000(107), 5-22.

15. Canterbury, R. (1999) Higher education marketing: a challenge, the Journal of College Admission,

165, 22-30.

16. Choi, K., Raley, K. , Muller, C., & Riegle-Crumb, C. (2005) The influence of course mates’ parent

education attainment on four year college enrolment, the Annual Meeting of the American

Sociological Association, 12/08/2005, Marriott Hotel, Philadelphia, PA, available online at:

http://www.allacademic.com/meta/p21985_index.html

17. Coleman, M. (1994) Marketing and External Relations, In T. Bush & J. West-Burnham (Eds.), The

Principles of Educational Management (pp. 361-386). Harlow: Longman.

18. Corwin, Z. & Tierney, W. (2007) Getting there - and beyond: building a culture of college-going

in high schools, Centre of Higher Education and Policy Analysis, University of Southern

California: California, available online at:

http://www.eric.ed.gov/ERICDocs/data/ericdocs2sql/content_storage_01/0000019

19. Cubillo, J., Sanchez, J. Cervino, J. (2006) International students’ decision-making process,

International Journal of Educational Management, 20(2), 101-115.

20. Dennis, M. (1998) A Practical Guide to Enrolment and Retention Management in Higher

Education. Westport: Bergin and Gravey.

21. Dirks, L. (1998) Higher Education in Market Theory, published on-line by author, available online

at: http://webhost.bridgew.edu/adirks/ald/papers/mktheor.htm (last accessed on 14th June 2010).

22. Doti, J. (2004) Is higher education becoming a commodity? Journal of Higher Education Policy

and Management, 26(3), 363-369.

23. Eckel, P. (2007) Redefining competition constructively: the challenge of privativation,

competition, and market-based state policy in the United States, Higher Education Management and

Policy, 19(1), 1-17.

24. Ehrenburg, R. (2002) Tuition Rising: Why College Costs So Much, Cambridge, Massachusetts:

Harvard University Press

25. El-Khawas, E. (1999) The 'new' competition: serving the learning society in an electronic age,

Higher Education Management, 11(2), 7-17.

26. Ernst & Young (2012)Higher Education in India:Twelfth Five Year Plan (2012–2017) and beyond

FICCI Higher Education Summit 2012.

27. Foskett, N. (1998) Linking Marketing to Strategy, in L. Lumby & D. Middlewood (Eds.) Strategic

Management in Schools and Colleges, London: Paul Chapman.

28. Foskett, N. (1999) Strategic, External Relations and Marketing, in J. Lumby, & N. Foskett (Eds.)

Managing External Relations in Schools and Colleges, London: Paul Chapman

29. Foskett, N., & Hemsley-Brown, J. (2001) Choosing Futures: Young People's Decisionmaking in

Education, Training, and Careers Markets, London: RoutledgeFalmer.

30. Foskett, N., & Lumby, J. (2003) Leading and Managing Education: International Dimensions,

London: Paul Chapman.

31. Frumkin, L., Milankovic, M., & Sadler, C. (2007) Postgraduate preferences: a study of factors

contributing to programme satisfaction amongst masters students, New Horizons in Education,

55(2), 37-54.

32. Galotti, K. (1995) A longitudinal study of real-life decision making: choosing a college, Applied

Cognitive Psychology, 9(6), 459-484.

33. Geiger, R. (2004) Knowledge and Money: Research Universities and the Paradox of the

Marketplace, Stanford: Stanford University Press.

34. Gibbs, P., & Knapp, M. (2002) Marketing Higher and Further Education : an Educator's Guide to

Promoting Courses, Departments and Institutions. London: Kogan Page.

35. Gray, L. (1991) Marketing Education. Buckingham: Open University Press.

36. Hesketh, A. & Knight, P. (1999) Postgraduates' choice of programme: helping universities to

market and postgraduates to choose, Studies in Higher Education, 24(2), 151-163.

37. Ho, H. & Hung, C. (2008) Marketing mix formulation for higher education: an integrated analysis

employing analytic hierarchy process, cluster analysis and correspondence analysis, International

Journal for Educational Management, 22(4), 328-340.

38. Holbrook, M. (2005) Marketing education as bad medicine for society: the gorilla dances, Journal

of Public Policy and Marketing, 24(1), 134-145.

39. Holdsworth, D. & Nind, D. (2005) Choice modelling New Zealand high school seniors'

preferences for university education, Journal of Marketing for Higher Education, 15(2), 81-101.

40. Hollensen, S. (2003) Marketing Management: a Relationship Approach, Harlow: Financial Times

& Prentice Hall.

41. Hollensen, S. (2003) Marketing Management: a Relationship Approach, Harlow: Financial Times

& Prentice Hall.

42. Ivy, J. & Naude, P. (2004) Succeeding in the MBA marketplace: identifying the underlying

factors, Journal of Higher Education Policy & Management, 26(3), 401-417.

43. Jobber, D. (2004) Principles and Practice of Marketing (4th Ed.), London: McGraw- Hill Higher

Education.

44. Johnston, D. (2003) The economics and politics of cost sharing in higher education: a comparative

perspective, Economics of Education Review, 23, 403-410.

45. Kelly, D. (1989) Marketing Higher Education to Adults, available online at:

http://www.eric.ed.gov/ERICDocs/data/ericdocs2sql/content_storage_01/0000019b/80/1f/a1/b9.pdf.

46. Kirp, D. (2003) Shakespeare, Einstein, and the Bottom Line: the Marketing of Higher Education,

Cambridge, Massachusetts: Harvard University Press.

47. Kotler, P. & Armstrong, G. (2008) Principles of Marketing (12th Ed.), Upper Saddle River, NJ:

Pearson/Prentice Hall.

48. Kotler, P. (1999) Kotler on Marketing: How to Create, Win, and Dominate Markets, New York:

Free Press..

49. Kotler, P., & Fox, K. (1995) Strategic Marketing for Educational Institutions (2nd Ed.),

Englewood Cliffs, N.J.: Prentice-Hall.

50. Kotler, P., Bloom, P., & Hayes, T. (2002) Marketing Professional Services (2nd Ed.), Paramus,

N.J. ; London: Prentice Hall.

51. Levy D. (2006) Market university?, Comparative Education Review, 50(1), 113-124.

52. Litten, L. (1982) Different strokes in the applicant pool: some refinements in a model of student

college choice, Journal of Higher Education, 53(4), 383-402.

53. Lovelock, C. & Wirtz, J. (2004) Services Marketing: People, Technology, and Strategy (5th Ed.),

Upper Saddle River: Pearson Prentice Hall.

54. MacDermott, K., Conn, P., & Owen, J. (1987) The influence of parental education level on college

education choice, Journal of College Admission, 115, 3-10.

55. Management and Policy, 19(1), 1-17.

56. Marginson, S. (1997) Markets in Education, St. Leonards, Australia: Allen & Unwin. Kenway, J.,

Bigun, C., & Fitzclarance, F. (1993) Marketing education in the postmodern age, Educational

Policy, 8(2), 105-122.

57. Maringe, F. (2006) University and course choice: implications for positioning, recruitment and

marketing, International Journal of Educational Management, 20(6), 466-479.

58. McCarthy E. (1960) Basic Marketing: a Managerial Approach, Homewood IL: Irwin.

59. Mullen, A. (2009) Elite destinations: pathways to attending an Ivy League university, British

Journal of Sociology of Education, 30(1), 15-27.

60. Newman, F., Couturier, L., and Scurry, J. (2004) the Future of Higher Education: Rhetoric,

Reality, and the Risk of the Market, San Francisco: Jossey-Bass.

61. Ngok, K. (2007) Chinese education policy in the context of decentralization and marketisation:

evaluation and implications, Asia Pacific Education Review, 8(1), 142-157.

62. Oplatka, I., Foskett, N., & Hemsley-Brown, J. (2002) Educational marketisation and the head's

psychological well-being: a theoretical conceptualisation, British Journal of Educational Studies,

50(4), 419-44

63. Palmer, A. (2001) Principles of Services Marketing (3rd Ed.), London: McGraw-Hill.

64. Pasternak, R. (2005) Choice of institution of higher education and academic expectations: the

impact of cost-benefit factors, Teaching in Higher Education, 10(2), 189-201.

65. Paulsen, M. B. (1990) College choice: understanding student enrolment behaviour, (No.6), ASHE-

ERIC, School of Education and Human Development, George Washington University, Washington

D.C.

66. Peterson, C., & Seligman, M. (2004) Strengths and Virtues: A Handbook and Classifications,

Oxford: Oxford University Press.

67. Pugsley, L. (2004) The University Challenge: Higher Education Markets and Social Stratification,

Aldershot: Ashgate.

68. Roderick, M., Nagaoka, J., Coca, V., Moeller, E., Roddie, K., Gilliam J., & Patton, D. (2008) From

high school to the future: potholes on the road to college, Consortium on Chicago School Research,

the University of Chicago, Chicago.

69. Sallis, E. (2002) Total Quality Management in Education, London: Kogan Page.

70. Sharrock, G. (2000) Why students are not ‘just’ customers, Journal of Higher Education Policy

and Management, 22(2), 149-164.

71. Taylor R. & Darling, H. (1991) Perceptions towards marketing of higher education: do academic

disciplines make a difference?, in T. Hayes (Ed.), New Strategies in Higher Education Marketing,

London: Haworth.

72. ugc.ac.in

73. Van Dam, Y. (1997) Needs and Motives: An integration of theories with implications for green

consumption. the 26th EMAC Conference: Marketing: Progress, Prospects, & Perspectives, 20th-

23rd May 1997, Warwick Business School, Warwick.

74. Vrontis, D., Thrassou, A., & Melanthiou, Y. (2007) Contemporary higher education student-choice

model for developed countries, Journal of Business Research, 60(9), 979-989.

75. White, R., Martin, M., Stimson, M., & Hodge, R. (1991) Management in English Language

Teaching, Cambridge: Cambridge University Press.

76. Wonder, T. & Gyure, J. (1991) Opportunistic Marketing in Higher Education, in T. Hayes (Ed.),

New Strategies in Higher Education Marketing, London: Haworth.

77. Wright, R. (1999) Marketing: Origins, Concepts, and Environment, London: Business Press.

78. www.facebook.com

79. www.kluniversity.in

80. www.youtube.com