Selling school : the marketing of public education /

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...

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Bibliographic Details
Main Authors:	Dimartino, Catherine (Author), Jessen, Sarah Butler (Author)
Format:	Book
Language:	English
Published:	New York : Teachers College Press, [2018]
Subjects:	Education > Marketing > Methodology. Public schools > Public relations. Educational fund raising.

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.