The Practice of Educational Marketing in Schools

Chris James, Peter Phillips

Research output: Contribution to journalArticlepeer-review


Chris James is Professor of Education Management in the University of Glamorgan Business School and Peter Phillips is Headteacher of West Monmouth School, Pontypool, Gwent. In this paper, the first of three in this edition on different aspects of marketing in education, they stress that this is a relatively new area of interest in educational management. As such it is not surprising to find that much of the literature is characterised by ideas developed in non-educational settings. In this paper they use the notion of the ‘marketing mix’ to examine the practice of marketing in a number of schools within England and Wales. They find little evidence of the development of sophisticated market driven approaches within the schools they studied.

Original languageEnglish
Pages (from-to)75-88
Number of pages14
JournalEducational Management Administration & Leadership
Issue number2
Publication statusPublished - 1 Apr 1995

ASJC Scopus subject areas

  • Education
  • Strategy and Management


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