This research aimed to reveal the relationship between the "marketing tactics" used by private schools, "school image" and "parent loyalty". Participants consisted of 812 parents, whose children were enrolled to private schools during the 2019-2020 academic year in Sivas. The research data were collected using "Marketing Tactics Scale", "School Image Scale", and "Parent Loyalty Scale". For the analysis of the data, descriptive statistics, correlation tests and structural equation modeling were used. The results of the analysis confirmed all the hypotheses developed in the theoretical model. Results showed that "marketing tactics" regarding "products and services", "school employees", "physical facilities", "price and payment" directly and indirectly affect "school image" and "parents' loyalty". It was also found that "school image" and "school employees-oriented marketing tactics" were perceived as the most effective predictors of the "parental loyalty".