When Does School Communications Become Marketing?

By Nora Carr

Marketing -- the art and science of selling a product to a customer or client in return for payment -- is a popular item these days in education circles.

Families today have more choices than ever before, and they’re not afraid to shop around for the school they feel will best meet their children’s needs.

Once the purview of the upper middle classes and the rich, choice is in, thanks in part to more educated consumers and the expansion of charter schools and No Child Left Behind opt-out mandates.

Increasingly, taxpayer dollars follow children. As a result, public schools are feeling more pressure to compete.

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