This document is one of three texts which comprise the written components of The Responsive College Programme dissemination materials. The program is designed to help colleges in the United Kingdom market themselves and their courses effectively, and this volume, which is freestanding and directed at both the general reader and the specialist, provides the argument underlying the program, in part by presenting the prototypical success story of an imaginary institution called "Phoenix College." The book is divided CE060195 into five sections: (1) "College Marketing:; (2) "Marketing Research"; (3) "Product Development, Promotion, and Selling"; (4) "Quality Control and After-Sales Service"; and (5) "Managers and Marketeers." In the first section, the book discusses what college marketing is and its importance, its costs, its effectiveness, who should do it, and marketing and the responsive college. Topics in the second section include explanations of the marketing research concept, researching competitors, and conducting primary and secondary research. The third section discusses the college course as a product to be sold, and describes the ways of developing, promoting, and selling the curriculum just like any other product. Section 4 examines the evaluation process of college marketing in terms of customer satisfaction, enrollment rates, student retention and progression, and examination pass rates. Finally, the fifth section briefly explores the job of manager and marketeer within the college atmosphere. Numerous color photographies and other color graphics illustrate the text. The appendix provides a description of The Responsive College Programme. Contains an index and 25 references. (GLR)