This monograph presents the relevant research and literature on marketing and advertising higher education; at the same time, it interweaves general marketing and advertising theory and practice in an attempt to explain why the business side of higher education behaves as it does, and it makes recommendations to administrators, policymakers, and other key stakeholders in higher education. Marketing and advertising theory, research, and general scholarship are enormous fields unto themselves; to cover even a small portion of them thoroughly would be a daunting task. The author has taken what he believes are important theories and practices from that literature that can be applied to the business of marketing and advertising higher education. These ideas have been selected to give a broad perspective on marketing as well as to offer specific suggestions and direction about how best to apply this information to specific contexts. The second body of literature in this monograph addresses how colleges and universities market their intangible qualities. Much of what is "for sale" in higher education are the intangibles such as learning and lived experiences. It is impossible to show a prospective student what a college education is, so colleges and universities often show the evidence of what a college education experience will look like. Most of what is written can be generally applied to the various institutional types people commonly think of when discussing postsecondary education. Unless a specific institutional type is mentioned directly, the reader may assume that "colleges" and "universities" and "institutions of higher education" are catchall phrases for most institutional types.