| 英文摘要 |
Because of the changing environment, the schools are now facing competition from marketization of education. To promote school effectiveness and differentiation, educational organizations have to innovate new thinking on management, develop their own features, and demonstrate their advantages. Through the school marketing, schools will be able to deliver the messages to internal and external customers and win the support and identity from customers. Accordingly, school innovative management and school marketing have become two important issues nowadays. Based on the perspective of value creation theory, this study is to explore how the school effectiveness is influenced by the innovative management and school marketing. Furthermore, the potential moderating effect of school marketing will be examined in this study. The results show that there are significant and positive relationships between innovative management, school marketing, and school effectiveness. This study also proves that internal marketing and interactive marketing play the moderating roles in the relationship between innovation management and school effectiveness. |
