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. The collected papers provide an appraisal of what the situation in college admissions will be like for the next few decades. Presentations include: The Future Market for College Education (Humphrey Doermann); Applying Marketing Theory to College Admissions (Philip Kotler); The Positioning Era: Marketing Strategy for College Admission in the l980's (Howard Geltzer and Al Ries); and Using Research in Analyzing Student Markets: A Case Study (Daniel F. Sullivan and Larry H. Litten). Introductory remarks by John M. Duggan are also included. (BH)