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• W2183655526 abstract "One of the most important challenges facing administrators is to understand and deal with the market. Trends in the current context confirm the importance of the market as a dominant factor in determining change. This paper advocates that educational administrators must develop new skills and approaches that focus on the market. It suggests a multi-discipline approach where there is a convergence of ideas and concepts. A marketing management framework is used as a basis for convergence. A four-frame approach will be presented: the market as a philosophy and orientation; marketing as a function within the organisation; marketing as strategy; and marketing relationships. Each of these frames provides an insight and a process for engaging the market. Research demonstrates that organisations that adopt an orientation to the market have higher levels of performance. To test the model, this paper draws on ongoing research into leadership and marketing in seven schools in Victoria and an extensive examination of the literature on strategic marketing and marketing management. It also draws on feedback form students who are currently conducting research projects into marketing in schools. An orientation towards the market comes from leadership at the top. Research into seven schools confirms the importance of leadership in adopting a market orientation. The majority of the schools had a low orientation to the market. The schools that used the four dimensions of the model to highest degree were the best performers. The paper advocates that school leaders should add market centred leadership to their portfolio of theories and" @default.
• W2183655526 created "2016-06-24" @default.
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• W2183655526 date "2000-01-01" @default.
• W2183655526 modified "2023-09-27" @default.
• W2183655526 title "MARKET CENTRED LEADERSHIP" @default.
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