FRONT COVER -- THE MANAGEMENT AND LEADERSHIP OF EDUCATIONAL MARKETING: RESEARCH, PRACTICE AND APPLICATIONS -- COPYRIGHT PAGE -- CONTENTS -- LIST OF CONTRIBUTORS -- INTRODUCTION -- THE RESEARCH ON SCHOOL MARKETING: CURRENT ISSUES AND FUTURE DIRECTIONS - AN UPDATED VERSION -- PERSONAL INTRODUCTION -- INTRODUCTION -- REFERENCES -- SECTION ONE: THE EMERGENCE OF 'EDUCATIONAL MARKETING' -- MARKETISATION AND EDUCATION MARKETING: THE EVOLUTION OF A DISCIPLINE AND A RESEARCH FIELD -- INTRODUCTION -- SPEAKING THE LANGUAGE - SOME QUESTIONS OF TERMINOLOGY -- THE EMERGENCE AND DEVELOPMENT OF EDUCATION MARKETS AND MARKETING -- EDUCATION MARKETS - THE ACADEMIC DEBATES -- CONCLUSION -- REFERENCES -- INTEGRATING MARKETING INTO THE LEADERSHIP AND MANAGEMENT OF SCHOOLS: A CURRICULUM-FOCUSED APPROACH -- INTRODUCTION -- MARKETING IN EDUCATION, MEANINGS, DRIVERS, PURPOSES, AND APPROACHES -- THE GROWTH OF RELATIONSHIP MARKETING IN SCHOOLS -- THE PRACTICE OF RELATIONSHIP MARKETING IN SCHOOLS -- BARRIERS IN IMPLEMENTING RELATIONSHIP MARKETING IN SCHOOLS -- CURRICULUM AS THE CORE PURPOSE OF SCHOOLS -- A CURRICULUM-FOCUSED MARKETING MODEL FOR SCHOOLS -- DEVELOPING LEADERSHIP FOR MARKETING IN EDUCATIONAL INSTITUTIONS -- CONCLUDING COMMENTS AND IMPLICATIONS -- REFERENCES -- MARKETING THE SCHOOL 'REVISITED': THE COMPLEXITY OF LEADERSHIP DILEMMAS -- MARKETING THE SCHOOL -- CONCEPTUALIZING LEADERSHIP DILEMMAS -- TAKING THE ISSUES FORWARD -- REFERENCES -- SECTION TWO: EDUCATIONAL MARKETING IN DIVERSE NATIONAL ARENAS -- SCHOOL MARKETING IN THE UNITED STATES: DEMOGRAPHIC REPRESENTATIONS AND DILEMMAS FOR EDUCATIONAL LEADERS -- EQUITY AND INCENTIVES IN AMERICAN EDUCATION -- INCENTIVES AND ORGANIZATIONAL BEHAVIOR -- SCHOOL CHOICE IN THE DISTRICT OF COLUMBIA AND NEW ORLEANS, LOUISIANA -- DATA AND METHODS -- FINDINGS -- DISCUSSION -- CONCLUSION -- NOTES -- REFERENCES.

PUBLIC-PRIVATE COLLABORATION IN INTERNATIONAL EDUCATION: A NEW ZEALAND CASE STUDY -- INTRODUCTION -- MARKETING INTERNATIONAL EDUCATION - A NEW ZEALAND PERSPECTIVE -- METHODOLOGY -- A RELATIONAL APPROACH TO MARKETING: DEFINITIONS AND KEY PRINCIPLES -- FINDINGS -- OUTSOURCING ENGLISH LANGUAGE TUITION -- PROVIDING LANGUAGE AND CULTURAL SUPPORT -- DISCUSSION AND IMPLICATIONS FOR PRACTITIONERS -- LIMITATIONS AND FUTURE RESEARCH -- NOTES -- REFERENCES -- RELATIONSHIP MARKETING AND SCHOOL SUCCESS -- INTRODUCTION -- LITERATURE REVIEW -- METHODOLOGY -- SUCCESSFUL SCHOOL PRINCIPAL AND RM -- DISCUSSION -- LESSONS LEARNED -- NOTES -- REFERENCES -- SECTION THREE: NEW DIRECTIONS IN THE STUDY OF EDUCATIONAL MARKETING -- A CONCEPTUAL FRAMEWORK FOR CLASSIFYING AND UNDERSTANDING RELATIONSHIP MARKETING WITHIN SCHOOLS -- INTRODUCTION -- LITERATURE REVIEW -- RELATIONSHIP MARKETING AND VALUE CREATING IN SCHOOLS -- A CONCEPTUAL FRAMEWORK FOR CLASSIFYING SCHOOL RELATIONSHIPS -- DISCUSSION -- CONCLUSION -- REFERENCES -- FORMS OF MARKET ORIENTATION AMONG PRIMARY AND SECONDARY SCHOOL TEACHERS IN ISRAEL -- INTRODUCTION -- MARKET ORIENTATION: A KEY ELEMENT IN MARKETING THE SCHOOL -- METHODOLOGY -- FINDINGS -- DISCUSSION -- REFERENCES -- EDUCATIONAL MARKETING AND THE PACE OF INNOVATION -- INTRODUCTION -- EDUCATIONAL MARKETING IN A HIGH TECHNOLOGY ENVIRONMENT -- SUMMARY AND PRACTICAL IMPLICATIONS -- REFERENCES -- CREATING VALUE IN SCHOOL EDUCATION MARKETING THROUGH THE COCREATION PROCESS - A CONCEPTUAL PAPER -- INTRODUCTION -- MARKETING IN THE 21ST CENTURY -- CONCLUSIONS -- RECOMMENDATIONS -- IMPLICATIONS -- LIMITATIONS -- FUTURE RESEARCH -- REFERENCES -- REFLECTIONS ON MANAGEMENT AND LEADERSHIP OF EDUCATIONAL MARKETING: LOOKING TOWARD THE FUTURE -- MARKET-LED LEADERSHIP -- BUILDING RELATIONSHIPS -- RELATIONSHIP MARKETING.

WHAT WE KNOW, WHAT WE DON'T KNOW, AND WHAT DO WE STILL NEED TO UNEARTH -- REFERENCES -- AUTHOR BIOGRAPHIES -- INDEX.