- xii, 195 pages : illustrations ; 24 cm.
- Additional Authors
- Jessen, Sarah Butler,Lubienski, Christopher,
- "The authors present in-depth research and analysis on the ways in which the educational landscape has been transformed by the presence of private and quasi-private actors in the public education sector. The use of aggressive marketing and branding campaigns to attract new consumers and create profit centers by charter school operators and their philanthropic benefactors forces traditional public schools to adopt similar tactics in order to attract students"--Includes bibliographical references (pages 167-177) and index.Preface: "A brand is a promise" -- Introduction -- From "kipp-notizing" to an Edvertising industry -- About this book -- Theoretical frameworks -- What we know about marketing in public education -- From markets to marketing -- Research on marketing and branding from business sector -- Research on marketing and branding in education -- Discussion -- Edumarketers: the emergence -- Of a new executive class in public education -- Methodology -- Findings -- Discussion -- "An expression of values" : -- Case studies of marketing and advertising budgets -- Methodology -- Findings -- Discussion -- Activities of Edvertising -- Branding and marketing: the case of New York City -- Edvertising -- Discussion -- Perceptions of prestige: an analysis of digital -- Marketing campaigns -- Methodology -- Findings -- Discussion -- Teachers and marketing -- On teachers and teach for America in new orleans -- Methodology -- Findings -- Discussion -- Net impressions -- Methodology -- Findings -- Discussion -- Concluding discussions -- Overview of chapter findings -- Broad themes -- Philosophical questions -- Recommendations for policy, practice and research.