rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Selling school
    sub title: the marketing of public education
  name:
    name part: Dimartino, Catherine
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Jessen, Sarah Butler
    role:
      role term: author.
  type of resource: text
  genre: bibliography
  origin info:
    place:
      place term: nyu
    date issued: 2018
    copyright date: 2018
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: xii, 195 pages : illustrations ; 24 cm.
  abstract: The authors present in-depth research and analysis on the ways in which the educational landscape has been transformed by the presence of private and quasi-private actors in the public education sector. The use of aggressive marketing and branding campaigns to attract new consumers and create profit centers by charter school operators and their philanthropic benefactors forces traditional public schools to adopt similar tactics in order to attract students.
  table of contents: Preface: "A brand is a promise" -- Introduction -- From "kipp-notizing" to an Edvertising industry -- About this book -- Theoretical frameworks -- What we know about marketing in public education -- From markets to marketing -- Research on marketing and branding from business sector -- Research on marketing and branding in education -- Discussion -- Edumarketers: the emergence -- Of a new executive class in public education -- Methodology -- Findings -- Discussion -- "An expression of values" : -- Case studies of marketing and advertising budgets -- Methodology -- Findings -- Discussion -- Activities of Edvertising -- Branding and marketing: the case of New York City -- Edvertising -- Discussion -- Perceptions of prestige: an analysis of digital -- Marketing campaigns -- Methodology -- Findings -- Discussion -- Teachers and marketing -- On teachers and teach for America in new orleans -- Methodology -- Findings -- Discussion -- Net impressions -- Methodology -- Findings -- Discussion -- Concluding discussions -- Overview of chapter findings -- Broad themes -- Philosophical questions -- Recommendations for policy, practice and research.
  note: Catherine DiMartino, Sarah Butler Jessen ; foreword by Christopher Lubienski.
  note: Includes bibliographical references (pages 167-177) and index.
  subject:
    topic: Education
    topic: Marketing
    topic: Methodology
  subject:
    topic: Public schools
    topic: Public relations
  subject:
    topic: Educational fund raising
  classification: LB2847 .D55 2018
  classification: 371.01
  identifier: 9780807758885
  identifier: 0807758884
  identifier: 9780807758892
  identifier: 0807758892
  identifier: 9780807776780
  identifier: 2018001357
  record info:
    record content source: DLC
    record creation date: 180201
    record change date: 20180718090600.0
    record identifier: in00004035196