This collection stresses the need for informed and more sophisticated marketing techniques for college admissions officers to help them cope with the decreasing number of prospective college students. The importance of the college admissions office is increasing as admissions becomes a more crucial element to the colleges' financial well-being.…

As a discipline, marketing can offer several things of value to the National Institute of Education (NIE), both with respect to its design function and its dissemination. This report identifies those items that marketing can offer NIE and explains how they could be used. The authors maintain that NIE can profit from marketing's (1) emphasis on…