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ERIC Number: EJ1001480
Record Type: Journal
Publication Date: 2012
Pages: 30
Abstractor: As Provided
Reference Count: 29
ISBN: N/A
ISSN: N/A
School Principals as Marketing Managers: The Expanding Role of Marketing for School Development
Anast-May, Linda; Mitchell, Mark; Buckner, Barbara Chesler; Elsberry, Cindy
Journal of School Public Relations, v33 n4 p262-291 Fall 2012
This study examined the relative importance that school principals attach to aspects of their role as marketing managers for their schools and their relative satisfaction with their efforts to date. The study included 60 principals from two school districts. Findings suggest that principals are aware of the importance of marketing in today's increasingly complex marketplace for education. These leaders may not always use marketing jargon or even marketing models to guide them. Still, they are active marketing managers. The sample group is somewhat satisfied with their marketing performance to date but acknowledged areas for improvement. (Contains 6 tables and 3 figures.)
Rowman & Littlefield Education. 4501 Forbes Boulevard Suite 200, Lanham, MD 20706. Tel: 800-462-6420; Tel: 717-794-3800; Fax: 800-338-4550; Fax: 717-794-3803; e-mail: custserv@rowman.com; Web site: http://rowman.com/Page/Journals
Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A