Reviews the literature on parental choice and suggests implications for the marketing of secondary schools in England. The parameters of parental choice may change as schools become more active at marketing and parents become more sophisticated in their choosing strategies. However, schools may become increasingly disenchanted with the competitive…

Schools have become a convenient scapegoat for the nation's economic problems. U.S. education must change to meet new competitive standards. Although a more highly skilled, empowered work force is needed, reforming education alone would produce too many smart workers and too many dumb jobs. School choice will fail because funding is inadequate and…