ABSTRACT
We begin this chapter by illustrating how nurseries and schools have had to change their approach to marketing, and introduce Mrs McKay, the proprietor of a private day nursery, who is concerned about why her business is not progressing in the way she and her business partners had planned. Although it is set in this context we emphasise that this chapter is not simply for those who see themselves in the private sector-it is also instructive for those in the voluntary and maintained sectors as well.
