TY - CHAP
T1 - The research on school marketing
T2 - Current issues and future directions - An updated version
AU - Oplatka, Izhar
AU - Hemsley-Brown, Jane
PY - 2012/12/1
Y1 - 2012/12/1
N2 - This review provides a synthesis of the scholarship that has sought to expand understanding of educational marketing practice in schools. The following research questions guided this review: (1) what are the common themes and characteristics that emerge from research about marketing in schools? (2) 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 for the current review, the following topics are discussed: marketing perceptions, marketing planning, marketing strategies, and promotion. The chapter concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.
AB - This review provides a synthesis of the scholarship that has sought to expand understanding of educational marketing practice in schools. The following research questions guided this review: (1) what are the common themes and characteristics that emerge from research about marketing in schools? (2) 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 for the current review, the following topics are discussed: marketing perceptions, marketing planning, marketing strategies, and promotion. The chapter concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.
UR - http://www.scopus.com/inward/record.url?scp=84885007152&partnerID=8YFLogxK
U2 - 10.1108/S1479-3660(2012)0000015003
DO - 10.1108/S1479-3660(2012)0000015003
M3 - Chapter
AN - SCOPUS:84885007152
SN - 9781781902424
T3 - Advances in Educational Administration
SP - 3
EP - 35
BT - The Management and Leadership of Educational Marketing
A2 - Oplatka, Izhar
A2 - Hemsley-Brown, Jane
ER -