The educational reforms of the 1980s have resulted in an environment in which schools are under increasing pressure to market themselves. Postmodernism can be understood in epochal and/orepistemological terms. Both meanings provide challenges to those who are trying to market theirschools. Difficulties arise in attempting to understand the market that is being served, in controlling the message about the school that is being conveyed and in attempting to reconcile theassumptions about education emanating from policy makers and legislators with the reality ofschool life in the postmodern era. Relational marketing, however, might help schools through some of these difficulties.
Get full access to this article
View all access options for this article.
References
1.
Brah, A.
(1992) ‘Difference, Diversity and Differentiation’, in J. Donald and A.Rattansi (eds) ‘Race’, Culture and Difference.London: Sage.
2.
Brown, S.
(1993) ‘Postmodernism... The End of Marketing’, in D. Brownlie et al. (eds) Rethinking Marketing. Coventry: Warwick Business School Research Bureau.
3.
Brown, S.
(1995) Postmodernism and Marketing.London: Routledge.
4.
Carter, P.
and Jackson, N. (1993) ‘Modernism, Postmodernism and Motivation, or Why Expectancy Theory Failed to Come up to Expectation’, in J. Hassard and M. Parker (eds) Postmodernism and Organizations. London: Sage.
5.
Cova, B.
(1993) ‘Beyond Marketing: From Marketing to Societing?’, in D. Brownlie et al. (eds) Rethinking Marketing. Coventry: Warwick Business School Research Bureau.
6.
Day, George S.
and Wensley, R. (1983) ‘Marketing Theory with a Strategic Orientation’, Journal of Marketing47(Fall): 79–89.
7.
Drucker, P.
(1993) Post-Capitalist Society. London: Butterworth-Heinemann.
8.
Dwyer, F. Robert
, Schurr, Paul H. and Oh Sejo (1987) ‘Developing Buyer-Seller Relationships’, Journal of Marketing51 (April): 11–27.
9.
Eagleton, T.
(1983) Literary Theory: An Introduction.Oxford: Blackwell.
10.
Elliott, R.
(1993) ‘Marketing and the Meaning of Postmodern Consumer Culture’, in D. Brownlie et al. (eds) Rethinking Marketing. Coventry: Warwick Business School Research Bureau.
11.
Firat, A.
and Venkatesh, A. (1993) ‘Postmodernity: The Age of Marketing’, International Journal of Research in Marketing10(3): 227–249.
12.
Gillborn, D.
(1995) Racism and Antiracism in Real Schools.Buckingham: Open UniversityPress.
13.
Hargreaves, A.
(1994) Changing Teachers, Changing Times: Teacher’s Work and Culturein the Post Modern Age. London: Cassell.
14.
Hall, S.
(1992) ‘The Question of Cultural Identity’, in S. Hall, D. Held and T. McGrew (eds) Modernity and its Futures. Cambridge: Polity.
15.
Hassard, J.
(1993) ‘Postmodernism and Organizational Analysis: An Overview’, in J. Hassard and M. Parker (eds) Postmodernism and Organizations. London: Sage.
16.
Jencks, C.
(1987) What is Postmodernism?London: Academy Editions.
17.
Linstead, S.
(1993) ‘Deconstruction in the Study of Organizations’, in J. Hassard and M. Parker (eds) Postmodernism and Organizations. London: Sage.
18.
McCarthy, C.
(1990) Race and Curriculum: Social Inequality and the Theories and Politics of Difference in Contemporary Research on Schooling. Basingstoke: Falmer.
19.
Parker, M.
(1993) ‘Life After Jean-FranÁoise’, in J. Hassard and M. Parker (eds) Postmodernism and Organizations.London: Sage.
20.
Rattansi, A.
(1992) ‘Changing the Subject? Racism, Culture and Education’, in J.Donald and A. Rattansi (eds) ‘Race’, Culture and Difference. London: Sage.
21.
Scanzoni, J.
(1979) ‘Social Interchange and Behavioural Interdependence’, in R.L. Burgess and T.L. Huston (eds) Social Exchange in Developing Relationships. New York: Academic Press.
22.
Thomas, H.
(1990) ‘From Local Financial Management to Local Management of Schools’, in The Education Reform Act, 1988: Its Origins and Implications, ed. M. Fulde and M.Hammer. London: Falmer.
23.
Thomas, M.
(1993) ‘Marketing in Chaos or Transition’, in D. Brownlie et al. (eds) Rethinking Marketing. Coventry: Warwick Business School Research Bureau.
