Zaidi, U. 2023. MARKET-BASED MANAGEMENT (MBM) APPROACH TO SUCCESS IN HIGHER EDUCATION: LESSONS FROM A MID-SIZED BUSINESS INSTITUTE: Received: 26th June 2023; Revised: 13th October 2023, 18th October 2023, 19th October 2023; Accepted: 26th October 2023. PUPIL: International Journal of Teaching, Education and Learning. 7, 3 (Nov. 2023), 61–75. DOI:https://doi.org/10.20319/pijtel.2023.73.6175.