Publisher's Synopsis
This book discusses the cultural and linguistic gap between today's generation of teachers and their highly digital students who rely on (and trust) their social networks for answers to day-to-day questions. For teachers to succeed in their job they must cross that cultural divide; they must acquire the knowledge that drives today's world while, at the same time, sharpening their mastery of the unchanging, essential skills of teaching: communication, motivation and leadership. For schools, the book promotes the use of the marketing approach to school administration. The book discusses topics critical for schools to attract and keep students.
