Selling school : the marketing of public education|RISS 상세보기

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목차 (Table of Contents)

CONTENTS
Foreword / Christopher Lubienski = vii
Acknowledgments = xi
Introduction : From "KIPP-Notizing" to an Edvertising Industry = 3
Why Edvertising? = 5

CONTENTS
Foreword / Christopher Lubienski = vii
Acknowledgments = xi
Introduction : From "KIPP-Notizing" to an Edvertising Industry = 3
Why Edvertising? = 5
Theoretical Frameworks = 11
About This Book = 14
1 What We Know About Edvertising : Marketing, Branding, and Advertising in Public Education = 17
On Marketing, Branding, and Advertising : Connecting Business to Educational Research = 17
Market Leaders, Challengers, Followers, and Nichers = 20
Product Positioning and Market Segmentation = 21
Consumer Preferences = 22
Edvertising Resources : Time and Money = 24
2 Edumarketers : The Emergence of a New Executive Class in Public Education = 27
The Evolution of the Educational Marketing Industry in New York City = 28
Compensating the New Executives = 38
Making Sense of the New Executive Class in Public Education = 42
3 "An Expression of Values" : Four Case Studies of Edvertising Budgets = 45
Four Case Studies = 47
"You Can Tell a Lot About an Organization's Priorities" : Reflections on Edvertising Budgets = 71
4 The Activities of Edvertising : Traditional and Digital Advertisements = 73
Branding and Marketing : The Case of New York City = 73
The Activities of Edvertising : Traditional and Digital = 77
Edvertising in the Big Apple : A Primer for "How To" Target Specific Populations = 83
5 Perceptions of Prestige : An Analysis of Digital Marketing = 87
Messaging "Schools" in the Age of Twitter = 89
Invested in Prestige = 98
6 Becoming the Organization : Teachers as Edvertising Actors = 100
On Teachers and Teach for America in New Orleans = 101
New Teachers, New Roles = 102
Teachers, TFA, and Charters in New Orleans = 104
"That's a Really Weird Goal" : Implications of Teachers as Edvertising Actors = 118
7 Net Impressions : Where Rhetoric Meets Reality = 121
An Analysis of Edvertising Videos = 122
"Just Not as Advertised" : New Orleans Teachers' Perceptions of the Gap Between Net Impressions and Reality = 138
Unpacking the Message and Reality = 143
8 Conclusion : The Future of Edvertising = 146
Broad Themes = 146
Philosophical Questions = 155
Recommendations for Policy, Practice, and Research = 157
Appendix : Data Collection for Case Study Budgets = 163
References = 167
Index = 179
About the Authors = 195

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서점명	서명	판매현황	종이책			전자책 구매링크
서점명	서명	판매현황	정가	판매가(할인율)	포인트(포인트몰)	전자책 구매링크
	Selling School	판매중	165,000원	148,500원 (10%)	7,430포인트 (5%)

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Selling School: The Marketing of Public Education (The Marketing of Public Education)

Outlines the growth and development of marketing and branding practices in public education. The authors highlight why these practices have become important across key fields within public education, including leadership and governance, budgeting and finance, strategic initiatives, use of new technology, the role of teachers in marketing, and messaging.