Education Management in the

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