LEADER 05634nam 2200685Ia 450 001 9910462500203321 005 20200520144314.0 010 $a1-283-63504-6 010 $a1-78190-243-7 035 $a(CKB)2670000000270455 035 $a(EBL)1042688 035 $a(OCoLC)811577737 035 $a(SSID)ssj0000716273 035 $a(PQKBManifestationID)12305998 035 $a(PQKBTitleCode)TC0000716273 035 $a(PQKBWorkID)10718488 035 $a(PQKB)11161928 035 $a(MiAaPQ)EBC1042688 035 $a(Au-PeEL)EBL1042688 035 $a(CaPaEBR)ebr10608582 035 $a(CaONFJC)MIL394749 035 $a(EXLCZ)992670000000270455 100 $a20120830d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 04$aThe management and leadership of educational marketing$b[electronic resource] $eresearch, practice and applications /$fedited by Izhar Oplatka, Jane Hemsley-Brown 210 $aBingley, UK $cEmerald$d2012 215 $a1 online resource (297 p.) 225 0 $aAdvances in educational administration ;$vv. 15 300 $aDescription based upon print version of record. 311 $a1-78190-242-9 320 $aIncludes bibliographical references and index. 327 $aFRONT COVER; THE MANAGEMENT AND LEADERSHIP OF EDUCATIONAL MARKETING: RESEARCH, PRACTICE AND APPLICATIONS; COPYRIGHT PAGE; CONTENTS; LIST OF CONTRIBUTORS; INTRODUCTION; THE RESEARCH ON SCHOOL MARKETING: CURRENT ISSUES AND FUTURE DIRECTIONS - AN UPDATED VERSION; PERSONAL INTRODUCTION; INTRODUCTION; REFERENCES; SECTION ONE: THE EMERGENCE OF 'EDUCATIONAL MARKETING'; MARKETISATION AND EDUCATION MARKETING: THE EVOLUTION OF A DISCIPLINE AND A RESEARCH FIELD; INTRODUCTION; SPEAKING THE LANGUAGE - SOME QUESTIONS OF TERMINOLOGY; THE EMERGENCE AND DEVELOPMENT OF EDUCATION MARKETS AND MARKETING 327 $aEDUCATION MARKETS - THE ACADEMIC DEBATESCONCLUSION; REFERENCES; INTEGRATING MARKETING INTO THE LEADERSHIP AND MANAGEMENT OF SCHOOLS: A CURRICULUM-FOCUSED APPROACH; INTRODUCTION; MARKETING IN EDUCATION, MEANINGS, DRIVERS, PURPOSES, AND APPROACHES; THE GROWTH OF RELATIONSHIP MARKETING IN SCHOOLS; THE PRACTICE OF RELATIONSHIP MARKETING IN SCHOOLS; BARRIERS IN IMPLEMENTING RELATIONSHIP MARKETING IN SCHOOLS; CURRICULUM AS THE CORE PURPOSE OF SCHOOLS; A CURRICULUM-FOCUSED MARKETING MODEL FOR SCHOOLS; DEVELOPING LEADERSHIP FOR MARKETING IN EDUCATIONAL INSTITUTIONS 327 $aCONCLUDING COMMENTS AND IMPLICATIONSREFERENCES; MARKETING THE SCHOOL 'REVISITED': THE COMPLEXITY OF LEADERSHIP DILEMMAS; MARKETING THE SCHOOL; CONCEPTUALIZING LEADERSHIP DILEMMAS; TAKING THE ISSUES FORWARD; REFERENCES; SECTION TWO: EDUCATIONAL MARKETING IN DIVERSE NATIONAL ARENAS; SCHOOL MARKETING IN THE UNITED STATES: DEMOGRAPHIC REPRESENTATIONS AND DILEMMAS FOR EDUCATIONAL LEADERS; EQUITY AND INCENTIVES IN AMERICAN EDUCATION; INCENTIVES AND ORGANIZATIONAL BEHAVIOR; SCHOOL CHOICE IN THE DISTRICT OF COLUMBIA AND NEW ORLEANS, LOUISIANA; DATA AND METHODS; FINDINGS; DISCUSSION; CONCLUSION; NOTES 327 $aREFERENCESPUBLIC-PRIVATE COLLABORATION IN INTERNATIONAL EDUCATION: A NEW ZEALAND CASE STUDY; INTRODUCTION; MARKETING INTERNATIONAL EDUCATION - A NEW ZEALAND PERSPECTIVE; METHODOLOGY; A RELATIONAL APPROACH TO MARKETING: DEFINITIONS AND KEY PRINCIPLES; FINDINGS; OUTSOURCING ENGLISH LANGUAGE TUITION; PROVIDING LANGUAGE AND CULTURAL SUPPORT; DISCUSSION AND IMPLICATIONS FOR PRACTITIONERS; LIMITATIONS AND FUTURE RESEARCH; NOTES; REFERENCES; RELATIONSHIP MARKETING AND SCHOOL SUCCESS; INTRODUCTION; LITERATURE REVIEW; METHODOLOGY; SUCCESSFUL SCHOOL PRINCIPAL AND RM; DISCUSSION; LESSONS LEARNED; NOTES 327 $aREFERENCESSECTION THREE: NEW DIRECTIONS IN THE STUDY OF EDUCATIONAL MARKETING; A CONCEPTUAL FRAMEWORK FOR CLASSIFYING AND UNDERSTANDING RELATIONSHIP MARKETING WITHIN SCHOOLS; INTRODUCTION; LITERATURE REVIEW; RELATIONSHIP MARKETING AND VALUE CREATING IN SCHOOLS; A CONCEPTUAL FRAMEWORK FOR CLASSIFYING SCHOOL RELATIONSHIPS; DISCUSSION; CONCLUSION; REFERENCES; FORMS OF MARKET ORIENTATION AMONG PRIMARY AND SECONDARY SCHOOL TEACHERS IN ISRAEL; INTRODUCTION; MARKET ORIENTATION: A KEY ELEMENT IN MARKETING THE SCHOOL; METHODOLOGY; FINDINGS; DISCUSSION; REFERENCES 327 $aEDUCATIONAL MARKETING AND THE PACE OF INNOVATION 330 $aThe introduction of educational markets into public and higher education in many countries has led to more competitive environments for schools and higher education institutions. This, in turn, has led to an increased priority being given by school leaders to the marketing of their institutions, largely because the survival of many educational institutions is now dependent on their capacity to maintain or increase their 'market share' of students, funding and resources. This book presents the works of leading scholars and researchers in the field of educational marketing who handle issues of s 410 0$aAdvances in Educational Administration 606 $aEducation$xMarketing 606 $aEducational leadership 606 $aSchool management and organization 608 $aElectronic books. 615 0$aEducation$xMarketing. 615 0$aEducational leadership. 615 0$aSchool management and organization. 676 $a371.2011 701 $aHemsley-Brown$b Jane$f1950-$0957889 701 $aOplatka$b Izhar$0957890 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910462500203321 996 $aThe management and leadership of educational marketing$92170173 997 $aUNINA