Issues addressed at the conference are outlined in two introductory essays. It is suggested that marketing problems of colleges are not essentially admissions problems, but problems that involve both faculty and administrators. The marketing challenge for higher education is to define the quality and integrity of a college's educational services and then to represent these services accurately. The conference papers include the following: Undergraduate Admissions, Past and Future (Laurence Veysey); Uses, Abuses, and Misuses of Marketing in Higher Education (Christopher H. Lovelock and Michael L. Rothschild); The Current Marketing Environment in Higher Education (William Ihlanfeldt); Marketing Perspectives and Institutional Admissions Office Pressures for Meeting Enrollments (John C. Hoy); Marketing Perspectives: Student and National Interests (Stephen K. Bailey); Marketing, the Public Interest, and the Production of Social Benefits in Higher Education (Douglas M. Windham); Marketing and the Future of Institutions (Barbara S. Uehling); and Marketing Higher Education: A Reappraisal (Larry L. Litten). A list of conference participants is appended. (MSE)