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The research on school marketing: Current issues and future directions

Izhar Oplatka (Department of Education, Ben Gurion University of the Negev, Israel)
Jane Hemsley‐Brown (School of Management, University of Surrey, Guildford, UK)

Journal of Educational Administration

ISSN: 0957-8234

Article publication date: 1 June 2004



This review provides a synthesis of the scholarship that has sought to expand the understanding of educational marketing practice in schools. The following research questions guided this review. What are the common themes and characteristics that emerge from research about marketing in schools? 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 to 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.



Oplatka, I. and Hemsley‐Brown, J. (2004), "The research on school marketing: Current issues and future directions", Journal of Educational Administration, Vol. 42 No. 3, pp. 375-400.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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