School Community

This excellent, informative, yet dated book defines specific, diverse action plans for schools to build community support. The authors identify customer segments and various ways in which the schools can engage them, as well as inexpensive strategies for enhancing the schools image. Of particular use were the examples of surveys, community activities and pitfalls to avoid. The most highlighted activity is what the authors called in 1994 â€Å"database marketing†, which in 2007 terms is the precursor to data mining. The work was only available on photocopy, which made some of the footnotes and graphs unreadable, but generally the strategies expressed are useful in today's climate. Authors hold ph. D. in education and published a number of peer-reviewed articles. The book handles the issue of school and community relationship from a marketing point of view. It presents a number of action plans that are not tested with real evidence about their efficiency. Rovezzi & David (1994) suggested that schools use advanced marketing to build community support for identified customers. This would enhance school image. The plans utilized were derived from practical experience in the field of marketing. The effectiveness of the plans are unknown however since they were not employed before.