An analysis of higher education marketing examines a case study of a college's market research program, a series of market research projects, and a major study of students and parents in six metropolitan areas (the Six-Market Study). After introducing marketing concepts and strategies, the nature of higher education marketing is considered. The evolution of Carleton College's (Minnesota) market research program is described, along with the Carleton College and College Board Six-Market Study. Attention is also directed to how to measure what people want in a college, as well as research findings about desires and preferences and the phenomena that influence them. The Market Attractiveness Index is demonstrated, and approaches to understanding a primary market (the Twin Cities Market) are examined. Additionally, a consortial perspective and three distinctive markets (Baltimore/District of Columbia, Dallas/Ft. Worth, and Denver/Boulder) are explored, with additional, detailed analyses of the Denver/Boulder market. Finally, the development and implementation of a market research agenda are discussed. Appendices include: a glossary of marketing and market research concepts; a brochure, applicant forms, and candidate reply forms for Carleton College; the Six-Market Study questionnaire; and information on the market research studies. (SW)