Shakespeare, Einstein, and the bottom line: the marketing of higher education

Introduction : the new U

This little student went to market

Nietzsche's niche : the University of Chicago

Benjamin Rush's "brat" : Dickinson College

Star wars : New York University

The dead hand of precedent : New York Law School

Kafka was an optimist : the University of Southern California and the University of Michigan

Mr. Jefferson's "private" college : Darden Graduate School of Business Administration, University of Virginia

Rebel alliance : classics departments in the Associated Colleges of the South

The market in ideas : Columbia University and the Massachusetts Institute of Technology

The British are coming, and going : Open University

A good deal of collaboration : the University of California, Berkeley

The information technology gold rush : IT certification courses in Silicon Valley

They're all business : DeVry University

Conclusion : the corporation of learning.