Zaidi, U. 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. pijtel 2023, 7, 61-75.