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This chapter presents an analysis of data gathered from Israeli primary and secondary schoolteachers that tested the degree of market orientation in the Israeli State Education System, the largest system in Israel that is based on grade configuration of primary education (1–6) and secondary education (7–12). It was found that the Israeli teachers are more positive about student orientation (SO) than about competitor orientation and interfunctional coordination, i.e., they are more likely to be positive toward the elements of SO that are emotion embedded and represent teachers’ concern toward and relations with their students. They can identify with elements of SO that represent teachers’ strong emotional commitment toward students, which in turn leads them to change their teaching methods, be attentive and responsive to parents’ interest in the learning of the child, and improve their own teaching. In doing so, the teachers are engaged unconsciously with relationship marketing that might promote their school's market share and image.

The purpose of this final chapter is to draw together the conclusions and insights presented in each of the chapters throughout the book, to summarize and categorize concisely the findings, and to offer views about the next steps in the field of education marketing. The chapter is presented under key headings which emerge from the edited book chapters: market-led leadership, building relationships, and relationship marketing. The final section discusses a way forward for education marketing research and practice.

The chapter seeks to draw together and make sense of the insights from all the chapters under key headings to provide the reader of the volume with some key ideas to take forward for practice and research in the field.

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.