ABSTRACTPublic education at the elementary through high school levels in the United States is in crisis. Market problems include general public dissatisfaction with perceptions of school quality and safety and a lack of correspondence between public desires and apparent school system achievements. These conditions present an opportunity to expand the province of marketing to a new field with new theoretical challenges. While a public sector marketing orientation can help school administrators to enhance relationships with their exchange publics, professional educators often resist a marketing perspective as impinging on professional stature. This study considers a social marketing orientation that addresses professional educator concerns and market needs. Public perceptions of educational systems in one southern state are then reviewed and data are presented on public school districts' superintendents marketing orientations and needs for support services.