William Joseph Banach - The ABC Complete Book of School Marketing

Cover

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The ABC Series

The ABC Complete Book of School Marketing

The ABC Complete Book of School Surveys

The ABCs of Teacher Marketing

The ABCs of School Board Marketing

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The ABC Complete Book of School Marketing

William J. Banach

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Disclaimer:
Some images in the original version of this book are not available for inclusion in the netLibrary eBook.

SCARECROW PRESS, INC.
A Scarecrow Education Book

Published in the United States of America
by Scarecrow Press, Inc.
4720 Boston Way, Lanham, Maryland 20706
www.scarecroweducation.com

4 Pleydell Gardens, Folkestone
Kent CT20 2DN, England

Copyright 2001 by William J. Banach
Second edition copyright 1998 / Banach, Banach & Cassidy, Inc. / Ray Township, Michigan

All rights reserved. Purchasers of The ABC Complete Book of School Marketing may reproduce the forms in Appendix A. No other part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, recording, or otherwise, without the prior permission of the publisher.

British Library Cataloguing in Publication Information Available

Library of Congress Cataloging-in-Publication Data
Banach, William Joseph.
The ABC complete book of school marketing / William J. Banach.2nd ed.
p. cm.(A Scarecrow education book)
ISBN 0-8108-3947-4 (pbk. : alk. paper)
1. SchoolsMarketingHandbooks, manuals, etc. 2. Educational
planningHandbooks, manuals, etc. I. Title. II. Series.
LB2847 .B367 2001
371.2'07dc21 00-067122

The paper used in this publication meets the minimum requirements of American National Standard for Information SciencesPermanence of Paper for Printed Library Materials, ANSI/NISO Z39.48-1992. Manufactured in the United States of America.

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Welcome to the world of radical change!

People say things are different today. They're right! Things are radically different than they were just a few years ago.

The forces of radical change have taken us beyond the limits of our education and experience. These forces cause us to look at the change around us and admit that, "We never learned about this in school." Or, they lead us to search for answers in our memory and confess that, "We've never seen anything like this before."

Radical change has deposited us at a frontier where there are few, if any, guideposts. The rules have changed and the new rule book is just being drafted!

Radical change has implications for every individual and every organization. No person and no organization is immune. A report from the Pew Charitable Trust says it directly:

No institution will emerge unscathed
from its confrontation with an external environment
that is substantially altered and in many ways more hostile.

The forces of radical change have generated substantial turbulence for public education.

First, the level of public confidence is continually in question