Marketing Leadership and Teacher Retention: Lessons From the Literature About Customer Retention

The aim of this commentary is to add a marketing point of view and analyze teacher retention using models and concepts from the literature about customer retention. The commentary uses four strategies of customer retentionreactive campaigns, proactive campaigns, human resource strategies, and loyalty programs—to increaseunderstanding of the management of teacher retention. The commentary ends with a dynamic marketing model of teacher retention that distinguishes between this managerial process in routine and that in emergency situations. Some empirical and practical implications are suggested.