A modern marketing approach to student recruitment is offered as a means of facilitating institutional planning, enhancing communication with prospective students, improving enrollment forecasting, and eliminating unexpected shortfalls in tuition income. Marketing is distinguished from mere salesmanship and discussed in a practical program of research, planning, and action that can be implemented by the administrative team at any college or university. Part One: Designing and Conducting Market Research examines factors affecting college choice and current data on current, entering, and potential students. Part Two: Planning the Marketing Effort sets the foundation for effective planning by identifying the markets. Part Three: Implementing Market Strategies discusses promotion and various institutional strategies. The concluding section offers information on the various resource tools that can be employed such as worksheets, handbooks, and reports from offices of education. References and an index are provided. (LC)