"For administrators, teachers, and those planning a career in education, Selling School can be profitably read as a field guide to the world of edvertising that is reshaping their profession. For policymakers, parents, and scholars, Selling School would most ideally be encountered alongside works of educational philosophy or communication ethics...For anyone invested in the consequences of school choice policy, Selling School is mandatory reading."
— Teachers College Record
“Especially useful to anyone employed by a public school system, or those studying education, social media, strategic communication, public relations, advertising, or marketing.”
—Communication Booknotes Quarterly
"In this comprehensive and thoughtful analysis, DiMartino and Jessen dig deep into the rise of advertising in education (or edvertising as they call it), thoroughly investigating incentives, actors, strategies, and content. They are right in their prescient discussion of the muddling of public and private models in public education through marketing."
—From the foreword by Christopher Lubienski, Indiana University, Bloomington
"This book pioneers new ground as the authors move the literature on the marketization of education into a more nuanced analysis of how branding discourses and practices, and the managerialist and neoliberal economic theories they are based on, have entered the logic of public schooling."
—Gary L. Anderson, New York University
“DiMartino and Jessen provide a comprehensive examination of how marketing and advertising, in tandem with school choice policies and alternative teacher and leadership pathways, have permeated the selling of schools to parents, funders, teachers, and policymakers. This book is essential for readers interested in learning about how private sector practices affect the functions of public schools.”
—Janelle Scott, University of California, Berkeley
