The research on school marketing-Reference-Cited by-同舟云学术

The research on school marketing

Published:2004-06-01 Issue:3 Volume:42 Page:375-400
ISSN:0957-8234
Container-title:Journal of Educational Administration
language:en
Short-container-title:

Author:

Oplatka Izhar,Hemsley‐Brown Jane

Abstract

This review provides a synthesis of the scholarship that has sought to expand the understanding of educational marketing practice in schools. The following research questions guided this review. What are the common themes and characteristics that emerge from research about marketing in schools? What remains underdeveloped in the characterization of the school marketing and what are the topics for future research? Based on 25 studies identified as pertinent to the current review the topics of: marketing perceptions, marketing planning, marketing strategies and promotion are discussed. The paper concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.

Publisher

Emerald

Subject

Public Administration,Education

Reference53 articles.

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