| Tekijä: | Stokes, D. |
| Otsikko: | Entrepreneurial Marketing in the Public Sector: The Lessons of Headteachers as Entrepreneurs |
| Lehti: | Journal of Marketing Management
2002 : APR, VOL. 18:3-4, p. 397-414 |
| Asiasana: | COMPANIES MARKETING PUBLIC SECTOR EMPIRICAL RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | This article argues that headteachers of primary schools have been at the forefront of the marketing/entrepreneurship interface since attempts to introduce competitive market forces into the maintained education system. It examines primary school headteachers' marketing strategies and compares them to those of owner managers of small firms. Case studies of ten schools illustrative of a variety of provision and market conditions provided the empirical data over a five year period. The headteachers shared many of the marketing problems of owner-managers of small firms. Headteachers found the factors the most effective marketing strategies consisted of, and the paper considers these factors. |
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