related to a point made by Lapp and Ruben (1994). These authors note that many corporations (some of them local to a particular school) often are interested in contributing curricular materials to schools. In the main, the goal of these materials is to initiate the school-age population to their products, enhance their public image, and increase visibility of their products.
Although Lapp and Ruben (1994) do not feel that this company policy is especially advantageous to public schools, it seems reasonable to suggest that based on the perspective of Picciano (1994), a local private school may work out a plan with such corporations that is reciprocal. In other words, the very goal of such companies can be used by the private school as a means of enhancing its own public image and increasing the visibility of the education services it offers.
Hanson and Henry (1993) recommend that the private school interested in marketing itself utilize the same set of strategic marketing processes typically associated with the private sector; the goal of said s
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