Strategic marketing in education : an integrated approach to leadership

Considering the nature of education markets, this book looks at the challenges these present for leaders at senior and middle management levels, and the approaches and strategies leaders need to lead schools and colleges effectively in challenging and turbulent environments.

Divided into three sections on key concepts, themes, impacts and implications of marketing, the book covers: autonomy and accountability choice, competition, collaboration and cooperation vision, strategy and strategic marketing branding, identity and positioning people and culture.

Written as part of the key series "Leadership for Learning", the book covers the vital issues in school leadership today, and will be an invaluable resource for head teachers, deputy heads and middle managers.