A Lesson in Entrepreneurial Marketing from the Public Sector

The marketing/entrepreneurship interface has application in the public as well as the private sector. This paper reports on research which examines the current marketing practices in UK state primary schools, and compares these to entrepreneurial marketing theory and practice in small firms. Marketing education texts have directed primary schools towards marketing models that are rarely used in practice by small businesses—their private sector equivalents. This research points to opportunities for learning across the sectorial divide as schools may be in the forefront of entrepreneurial marketing theory in terms of their use of partnerships with client groups and relationship marketing practices.

[1]  David Carson,et al.  Some Exploratory Models for Assessing Small Firms′ Marketing Performance (A Qualitative Approach) , 1990 .

[2]  C. James,et al.  The Practice of Educational Marketing in Schools , 1995 .

[3]  P. Butler,et al.  Marketing public sector services: Concepts and characteristics , 1995 .

[4]  S. Levy,et al.  Broadening the concept of marketing. , 1969, Journal of marketing.

[5]  David Carson.  Marketing and entrepreneurship in SMEs : an innovative approach , 1995 .

[6]  Keith J. Blois,et al.  The marketing of services: an approach , 1974 .

[7]  Longnecker,et al.  Small Business Management , 2020, Springer Texts in Business and Economics.

[8]  Stanley Cromie,et al.  The Problems Experienced by Young Firms , 1991 .

[9]  C. Grönroos.  Relationship approach to marketing in service contexts: The marketing and organizational behavior interface , 1990 .

[10]  Chris P. Barnes.  Practical marketing for schools , 1993 .

[11]  Martin Hughes,et al.  Parents and their children's schools , 1994 .

[12]  D. Osborne,et al.  Reinventing Government: How the En-trepreneurial Spirit is Transforming the Public Sector , 1992 .

[13]  David Carson,et al.  The Marketing of Services: Managing the Intangibles , 1985 .

[14]  D. Storey.  Understanding the small business sector , 1994 .

[15]  E. Gummesson.  The new marketing—Developing long-term interactive relationships , 1987 .

[16]  A. Macbeth,et al.  Collaborate or compete? : educational partnerships in a market economy , 1995 .