School-choice programs may increase schools' incentives for marketing rather than improving their educational offering. This article systematically reviews the literature on the marketing activities of primary and secondary schools worldwide. The 81 articles reviewed show that schools' marketing has yet to be tackled by marketing academics or…

Many countries associated with the Organisation for Economic Co-operation and Development are seeking to raise standards and strengthen education systems by promoting school choice, illustrated by charter schools in the United States and the Free Schools in England. Australia's education system provides a relevant and useful case study of the…