Chris James is Professor of
Education Management in the
University of Glamorgan Business
School and Peter Phillips is
Headteacher of West Monmouth
School, Pontypool, Gwent. In this
paper, the first of three in this edition
on different aspects of marketing in
education, they stress that this is a
relatively new area of interest in
educational management. As such it
is not surprising to find that much of
the literature is characterised by ideas
developed in non-educational
settings. In this paper they use the
notion of the 'marketing mix' to
examine the practice of marketing in
a number of schools within England
and Wales. They find little evidence
of the development of sophisticated
market driven approaches within the
schools they studied.
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