This study was designed to determine the marketing strategies used by Texas public school districts, the factors influencing changes, and the extent to which districts are intentionally developing a market niche to attract families. The research was guided by three questions: 1. How do independent school districts in Texas market their schools? 2. What changes (if any) are districts making to attract the desired consumers? 3. What factors appear to influence the extent of observed changes (if any) to school marketing practices by districts? The population targeted for the current study was public school districts within the state of Texas as identified through membership in the Texas School Public Relations Association (TSPRA). Through the use of survey methods, data were collected and analyzed quantitatively from a final sample size of 109 participants across Texas who work in communications, marketing, public relations departments, or those who handle the strategic marketing for the district in which they work. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]