TY  - JOUR
AB  - 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.
VL  - 42
IS  - 3
SN  - 0957-8234
DO  - 10.1108/09578230410534685
UR  - https://doi.org/10.1108/09578230410534685
AU  - Oplatka Izhar
AU  - Hemsley‐Brown Jane
PY  - 2004
Y1  - 2004/01/01
TI  - The research on school marketing: Current issues and future directions
T2  - Journal of Educational Administration
PB  - Emerald Group Publishing Limited
SP  - 375
EP  - 400
Y2  - 2024/04/26
ER  -