Palla, Eleftheria; Serdaris, Panagiotis; Antoniadis, Ioannis - In: Administrative Sciences : open access journal 15 (2025) 5, pp. 1-21
Background/Purpose: In an increasingly competitive educational landscape, the school principal's role has expanded … beyond instructional leadership to include strategic marketing responsibilities. Yet the role of marketing in school … leadership remains underexplored. Our objective was to investigate how Greek secondary school principals perceive marketing's key …