The Marketing of Parochial Schooling Modeled as an Exchange Process

The Value of Marketing Theory for Parochial Schools: Some Parting Thoughts

“…In two insightful and stimulating articles, Murray (1993) and Penner (1993) advance the discussion of the use of marketing by parochial schools begun in this journal by Wrenn and Kotler (1993). Both Munay and Penner support the belief that the application of marketing theory can and should prove profitable in parochial schools, whik :etailing some of the unique characteristics of these schools that may require equally unique adaptation of classic marketing theory.…”

“…Failure to do so may result in dissatisfaction with marketing per se, as occurred in many hospitals, when in fact the problem lay in the implementation of marketing theory. Pursuit of a research agenda suggested by Wrenn and Kotler (1993) and Murray (1993) could help to determine when, how , and why marketing can generate, when successfully adopted, similar positive results in a parochial-school setting as it has shown to be able to do in another professional bureaucracy, hospitals. Until then, the application of marketing by parochial-school administrators will likely produce mixed results.…”