In the literature on marketing in adult education there is much debate on the ethics of marketing educational programs; although many individuals have written about the potential negative impacts of big business and high-pressure advertising in education, others have viewed marketing as an acceptable process that attempts to establish mutually satisfying exchange relationships between those who provide and need services. The debate is continued in the literature devoted to market segmentation, in which the aggressive marketing style is contrasted to more balanced approaches to marketing. Much has been written about the marketing mix in adult education--a concept according to which marketing is a mix of price, place, promotion, and product. A great deal of the literature on market segmentation and market selection focuses on the fact that effective application of the marketing mix concept requires knowledge about the consumer and about the different ways in which markets are segmented (occupationally, demographically, geographically, and psychographically). The distinctions between and relative advantages of undifferentiated, differentiated, and concentrated marketing are also covered in the literature on market segmentation. Most of the literature on applications of marketing principles in adult education deals with marketing in nonprofit organizations, the importance of a marketing plan, and marketing as a change agent in adult education. (MN)