Due to the changing competitive landscape in education, it becomes
vital for aspiring school leaders to understand how families select
schools for their children. Families today shop for a school in a
manner consistent with how they research a new appliance or
automobile prior to purchase. Unfortunately, many public schools
are unprepared to assist families in this decision-making process.
Public schools need to become aware of the changing dynamics of
education, understand the reasons for telling others about what
they do, and then develop a comprehensive and coherent strategy for
successfully marketing their program. That is the purpose of this
book. Marketing Management for School Leaders: The Theory and
Practice for Effective Educational Practice will provide
educational leadership students a theoretical understanding of
marketing to equip them with sound principles upon which they can
build actionable strategies in their professional practice.
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