The Management and Leadership of Educational Marketing: Research, Practice and Applications PDF
Preview The Management and Leadership of Educational Marketing: Research, Practice and Applications
THE MANAGEMENT AND LEADERSHIP OF EDUCATIONAL MARKETING: RESEARCH, PRACTICE AND APPLICATIONS ADVANCES IN EDUCATIONAL ADMINISTRATION Series Editor: Anthony H. Normore Recent Volumes: Volumes 1–5: Series Editor: Paul W. Thurston Volumes 6–10: Series Editor: Richard C. Hunter Volumes 11–14: Series Editor: Anthony H. Normore ADVANCES IN EDUCATIONAL ADMINISTRATION VOLUME 15 THE MANAGEMENT AND LEADERSHIP OF EDUCATIONAL MARKETING: RESEARCH, PRACTICE AND APPLICATIONS EDITED BY IZHAR OPLATKA Tel Aviv University, Tel Aviv, Israel JANE HEMSLEY-BROWN University of Surrey, Guildford, Surrey, UK United Kingdom – North America – Japan India – Malaysia – China EmeraldGroupPublishingLimited HowardHouse,WagonLane,BingleyBD161WA,UK Firstedition2012 Copyrightr2012EmeraldGroupPublishingLimited Reprintsandpermissionservice Contact:[email protected] Nopartofthisbookmaybereproduced,storedinaretrievalsystem,transmittedinany formorbyanymeanselectronic,mechanical,photocopying,recordingorotherwise withouteitherthepriorwrittenpermissionofthepublisheroralicencepermitting restrictedcopyingissuedintheUKbyTheCopyrightLicensingAgencyandintheUSA byTheCopyrightClearanceCenter.Noresponsibilityisacceptedfortheaccuracyof informationcontainedinthetext,illustrationsoradvertisements.Theopinions expressedinthesechaptersarenotnecessarilythoseoftheEditororthepublisher. BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary ISBN:978-1-78190-242-4 ISSN:1479-3660(Series) CONTENTS LIST OF CONTRIBUTORS ix INTRODUCTION THE RESEARCH ON SCHOOL MARKETING: CURRENT ISSUES AND FUTURE DIRECTIONS – AN UPDATED VERSION Izhar Oplatka and Jane Hemsley-Brown 3 SECTION ONE: THE EMERGENCE OF ‘EDUCATIONAL MARKETING’ MARKETISATION AND EDUCATION MARKETING: THE EVOLUTION OF A DISCIPLINE AND A RESEARCH FIELD Nick Foskett 39 INTEGRATING MARKETING INTO THE LEADERSHIP AND MANAGEMENT OF SCHOOLS: A CURRICULUM-FOCUSED APPROACH Felix Maringe 63 MARKETING THE SCHOOL ‘REVISITED’: THE COMPLEXITY OF LEADERSHIP DILEMMAS Tristan Bunnell 87 v vi CONTENTS SECTION TWO: EDUCATIONAL MARKETING IN DIVERSE NATIONAL ARENAS SCHOOL MARKETING IN THE UNITED STATES: DEMOGRAPHIC REPRESENTATIONS AND DILEMMAS FOR EDUCATIONAL LEADERS Christopher Lubienski, Matthew Linick and 109 J. G. York PUBLIC–PRIVATE COLLABORATION IN INTERNATIONAL EDUCATION: A NEW ZEALAND CASE STUDY Christopher Allen Stachowski 137 RELATIONSHIP MARKETING AND SCHOOL SUCCESS Dorit Tubin 159 SECTION THREE: NEW DIRECTIONS IN THE STUDY OF EDUCATIONAL MARKETING A CONCEPTUAL FRAMEWORK FOR CLASSIFYING AND UNDERSTANDING RELATIONSHIP MARKETING WITHIN SCHOOLS Hsiao-Pei (Sophie) Yang and Julie Robson 185 FORMS OF MARKET ORIENTATION AMONG PRIMARY AND SECONDARY SCHOOL TEACHERS IN ISRAEL Izhar Oplatka and Jane Hemsley-Brown 207 EDUCATIONAL MARKETING AND THE PACE OF INNOVATION Miri Yemini 225 CREATING VALUE IN SCHOOL EDUCATION MARKETING THROUGH THE COCREATION PROCESS – A CONCEPTUAL PAPER James Seligman 243 Contents vii REFLECTIONS ON MANAGEMENT AND LEADERSHIP OF EDUCATIONAL MARKETING: LOOKING TOWARD THE FUTURE Jane Hemsley-Brown and Izhar Oplatka 267 AUTHOR BIOGRAPHIES 279 INDEX 285 LIST OF CONTRIBUTORS Tristan Bunnell Copenhagen International School, Copenhagen, Denmark Nick Foskett Keele University, Keele, UK Jane Hemsley-Brown Surrey Business School, University of Surrey, Guildford, UK Matthew Linick College of Education, University of Illinois Urbana-Champaign, Champaign, IL, USA Christopher Lubienski College of Education, University of Illinois Urbana-Champaign, Champaign, IL, USA Felix Maringe School of Education, University of Witwatersrand, Johannesburg, South Africa Izhar Oplatka The School of Education, Tel Aviv University, Tel Aviv, Israel Julie Robson Business School, Bournemouth University, Bournemouth, UK James Seligman Southampton Management School, University of Southampton, Southampton, UK Christopher Allen Whitireia Community Polytechnic, Stachowski Wellington, New Zealand; Otago University, Dunedin, New Zealand Dorit Tubin Department of Education, Ben Gurion University of the Negev, Beer-Sheva, Israel ix
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