This article presents the results of a longitudinal study investigating current marketing practices at selected church-related, private, four-year compared to those in place in 1997. The role that institutional selectivity plays in the use of marketing activities was also investigated. The researcher surveyed the admissions directors or enrollment management officers at all U.S. institutional members of the Council for Christian Colleges and Universities. Implications for marketers in higher education as well as recommendations for future research are also discussed. (Contains 1 table.)