(The)ABC complete book of school marketing

목차 (Table of Contents)

• CONTENTS
• Section 1 Welcome to the world of radical change = 1
• Section 2 Perspectives on planning and marketing = 9
• Section 3 What's an education and where's its constituency? = 17
• Section 4 Are you too busy to think? = 27
• Section 5 Change forces and their implications = 35
• Section 6 Overcoming resistance to change = 53
• Section 7 Ten lies we keep telling ourselves = 63
• Section 8 What people choose when they have a choice = 71
• Section 9 The ABCs of planning and marketing：An outline = 83
• Section 10 The ABCs of planning and marketing：Step-by-step = 89
• Section 11 The concepts of marketing, targeting, and positioning = 109
• Section 12 Marketing in action : A case study = 119
• Section 13 Marketing in action : Champions for Children = 129
• Section 14 Marketing in action : Taking it personally = 141
• Section 15 Marketing in action：School finance campaigns = 153
• Section 16 Marketing in action : How to leave a legacy = 165
• Appendix A The Market-Driven System forms = 177
• Appendix B Marketing Tools = 195
• Characteristics of effective schools boards = 197
• Sample dimensions of greatness = 208
• Sample vision statements = 211
• Sample mission statements = 214
• Sample priority statements = 217
• Getting representative feedback = 225
• Sample survey questions = 235
• Perceptual Profiles = 253
• Guidelines for facilitating = 264
• Keys to effective publications = 267
• Developing a promotional campaign = 276
• It's everybody's responsibility = 290
• Appendix C Marketing Plans, Techniques, and Ideas = 301
• Simplified marketing planning = 303
• Marketing at the classroom level = 314
• Appendix D A Framework for the Future = 325