An expanded perspective for admissions marketing is suggested and examples of how such information can become a force for planning are provided. Implementing a broad-based program of information dissemination will better serve the prime interest groups of the university and enhance the image of professional admissions personnel. (MLW)

Institutional commitment, financial resources, and technical skills are essential components in meaningful, proactive marketing research. Some recently developed approaches and efforts illustrate the possibilities of such research. (MSE)