Perspectives on college and university strategic planning, marketing and public relations, and fund-raising are offered. Also included are previously published journal articles by experts in this area, annotated bibliographies of books and journal articles on these subjects, author/title and subject indexes, and a directory of publishers. Three essays on strategic planning, marketing and public relations, and fund-raising are presented. The previously published articles and authors are as follows: "A Strategic Approach to Marketing a University" (Peter Doyle, Gerald D. Newbould); "Product Portfolio Diagnosis for U.S. Universities" (Gerald D. Newbould); "Don't Plan on Business as Usual" (William L. Shanklin); "Embraceable U's" (Abby Livingston); "Applying Good Sense to Marketing" (William A. Keim); "The PR Pro's Roadtest" (Fred Gehrung); "Marketing and Selective Admissions" (James C. Blackburn); "Marketing Continuing Education with Effectiveness and Integrity" (Donald Shandler); "Public Relations Ideas for Cooperative Education" (Roger B. Wadsworth); "Presidents Must Make Fund-Raising Work" (Wayne Anderson); "Test Yourself! Use This Checklist to Assess the Strengths and Weaknesses of Your Fund-Raising Operation" (Charles H. Webb); and "Trustees and the Fund-Raising Role: Facing the Hard Truth" (Fisher Howe). (SW)