Development of marketing plans can assist not only public school districts in meeting recent competition but will also improve educational processes, increase revenue, and restore confidence in schools. This collection of articles describes a new role for school administrators--particulary for business managers: administrators as "entrepreneurs." The combined effort of volume contributors is to present guidelines for business managers and other school personnel so that they might develop a prosperous district. Part one, a discussion of effective public school marketing, includes "The Marketing Dimension of School Business Management," by John J. Lane; "A Marketing Plan for Public School Management," by Janet Biros; and "Strategic Marketing," by Johney Brooks. The second section focuses on marketing techniques, with the following articles: "Community Analysis Techniques: An Anthropologist's Perspective," by Robert L. Rotenberg; "Needs Assessment: A Management Tool in Marketing a Program," by Maurice J. Eash; "A School District Can Market While Learning to Market," by William H. Dierdorff; and "How to Win Next Time: Public Relations and School Bond Issue Elections," by Charles Stanley. Alternative funding is the topic of part three, which includes "Alternative Sources of Revenues," by Frederick L. Dembowski; "The School Foundation and Other Methods That Work," by John Burl Artis; and "School District Volunteer Programs," by Sandra T. Gray. Part four examines marketing school services in the following works: "Marketing through Community Service," by James Fritts;"Preparing to Market School Food Services," by John J. Lane and George Koenig; "School and Community Facility Use Agreements," by Calvin W. Lathen and Jess D. Caudillo; "Joint Occupancy of Public School Facilities," by Robert Posilkin, and "Community Use of the School District's Stadium," by Barbara D. Twardus. Part five concludes this volume with three works on building citizen confidence in schools: "Home, School, Community Relations," by George Kliminski; "Image Can't Be Left to Chance," by Margaret Anthony; and "Restoring Confidence in the Public Schools," by John H. Wherry. (CJH)