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 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. With a shrewd eye for the telling example, David Kirp relates stories of marketing incursions into places as diverse as New York University?s philosophy department and the University of Virginia?s business school, the high-minded University of Chicago and for-profit DeVry University. He describes how universities ?brand? themselves for greater appeal in the...

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