Don Smedley is at the Department
of Education of the University of
Loughborough. This paper takes as
its context the 1988 Education
Reform Act and the 1991 Parent's
Charter and their implications for
the ways in which schools might best
market themselves to parents. It
reports on a survey of the growing
literature on parental choice of
secondary schools and offers some
practical suggestions as to how
schools might improve the ways in
which they present themselves in
marketing terms at a tactical level
and what the broader policy
implications of adopting such an
approach might be.
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