Knowledge for sale: The construction of desired knowledge and identities in edu-marketing

The aim of this study is to examine how a particular object for consumption, professional development teachers and principals, marketed schools, what propositions understandings are embedded in such offers. Adopting conceptualization marketing as “perpetual questioning machine,” the deploys develops theoretical approach from studies new context: edu-marketing. guided by assumption that functions projection screen products services offered but, also social cultural space where dreams desires performed governed. As such, school not exclusively about selling things; but be or who become. Besides contribution, contributes with empirical knowledge (1) concerns “questioning machine” mobilizes circulates (2) objects consumption de/stabilized education market. Thereby, it demonstrates some intricate relations between growing market values those work schools invited strive for. It argued at market-place question identity, therefore branding possible success.