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“The most important issue confronting educators and educational theorists is the choice of ends for the educational process. Without clear and rational educational goals, it becomes impossible to decide which educational programs achieve objectives of general import and which teach incidental facts and attitudes of dubious worth.” (Kohlberg & Mayer, 1972, p. 449) Keyword: marketization, higher education, student satisfaction, service quality, enhanced human capabilities, value co-creation

Moving from Marketization to Marketing of Higher Education: The Co-Creation of Value in Higher Education