An analysis of higher education marketing examines a case study of a college's market research program, a series of market research projects, and a major study of students and parents in six metropolitan areas (the Six-Market Study). After introducing marketing concepts and strategies, the nature of higher education marketing is considered. The…

Summaries of the design, planning, and implementation of performance funding programs in Arkansas, Colorado, Florida, Kentucky, Louisiana, Minnesota, Missouri, Ohio, South Carolina, Tennessee, and Washington reveal the challenges and opportunities of this reform approach. Performance measures and objectives and the history of the program in each…