Most of the basic features of the American higher education sector started to evolve during the latter half of the nineteenth century. In response to the deficient demand in higher education, the suppliers (higher education institutions) adopted various marketing strategies to stay afloat in the market. Such strategies not only contributed a great deal to stabilise the higher education market, but also had a lasting impact on the higher education sector. This paper examines the way in which the higher education sector endured during the latter half of the nineteenth century. This analysis offers some suggestions for higher education policy-makers. (Contains 110 footnotes.)