Entrepreneurial marketing in the public sector: the lessons of headteachers as entrepreneurs

Stokes, David (2002) Entrepreneurial marketing in the public sector: the lessons of headteachers as entrepreneurs. Journal of Marketing Management, 18(3-4), pp. 397-413. ISSN (print) 0267-257x

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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 that the most effective marketing strategies consisted of: i) marketing to improve relationships with existing parents, staff and governors as an essential precursor to any external marketing effort; ii) parental involvement in the school which improved the likelihood of word of mouth recommendations; and iii) influencing such recommendations by marketing to improve parental and other involvement in the school. As word of mouth is also the most important source of new business for small firms, there are opportunities for lessons from the public to the private sector.

Item Type: Article
Additional Information: Author Posting © Westburn Publishers Ltd, 2002. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Marketing Management, Vol.18, Spring 2002, No.3-4, pp.397-413, doi:10.1362/0267257022872488 http://dx.doi.org/10.1362/0267257022872488
Uncontrolled Keywords: marketing, primary schools, entrepreneurs, head teachers, public, sector marketing, entrepreneurial marketing
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law (until 2017)
Faculty of Business and Law (until 2017) > Small Business Research Centre
Depositing User: Anna Englund
Date Deposited: 24 Apr 2007
Last Modified: 16 Jul 2012 21:54
DOI: https://doi.org/10.1362/0267257022872488
URI: http://eprints.kingston.ac.uk/id/eprint/538

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