Synopsis of Wrenn and Kotler's Exchange Model for Marketing Parochial Schooling

In the Spring 1993 edition of the JRCE, Bruce Wrenn and Philip Kotler (pp. 119–134) drew from social exchange theory to explain why people choose parochial education. Wrenn and Kotler argue that marketing theory can both inform and improve marketing practice in such non-profit organizations as parochial schools.