School Principals as Marketing Managers: The Expanding Role of Marketing for School Development

Autor/inn/en	Anast-May, Linda; Mitchell, Mark; Buckner, Barbara Chesler; Elsberry, Cindy
Titel	School Principals as Marketing Managers: The Expanding Role of Marketing for School Development
Quelle	In: Journal of School Public Relations, 33 (2012) 4, S.262-291 (30 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
Schlagwörter	Principals; Marketing; Role; Administrator Attitudes; School Districts; Performance; Educational Development + Suchen Sie Ihr Suchwort? Principal; Schulleiter; Rollen; School district; Schulbezirk; Achievement; Leistung; Bildungsentwicklung
Abstract	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.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10