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Research on School Marketing, current issues and future directions, an updated version

Oplatka, I and Hemsley-Brown, J (2012) Research on School Marketing, current issues and future directions, an updated version In: The Management and Leadership of Educational Marketing. Emerald Group Publishing. ISBN 1781902429

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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 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.

Item Type: Book Section
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Date : 28 September 2012
Uncontrolled Keywords : Education
Additional Information : Full text may be available from this repository at a later date.
Depositing User : Symplectic Elements
Date Deposited : 31 Jul 2013 15:00
Last Modified : 23 Sep 2013 20:09

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