The research on school marketing: Current issues and future directions - An updated version

Izhar Oplatka, Jane Hemsley-Brown

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

17 Scopus citations


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.

Original languageEnglish
Title of host publicationThe Management and Leadership of Educational Marketing
Subtitle of host publicationResearch, Practice and Applications
EditorsIzhar Oplatka, Jane Hemsley-Brown
Number of pages33
StatePublished - 1 Dec 2012

Publication series

NameAdvances in Educational Administration
ISSN (Print)1479-3660

ASJC Scopus subject areas

  • Education
  • Public Administration


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