A modern marketing approach to student recruitment is offered as a means of facilitating institutional planning, enhancing communication with prospective students, improving enrollment forecasting, and eliminating unexpected shortfalls in tuition income. Marketing is distinguished from mere salesmanship and discussed in a practical program of…

This document presents 700 key tables from the thousands of tabulations made by Government agencies, private surveys, and extensive research projects, comments on their significance to the history and economy of higher education, and provides guidance to their sources. The 28 chapters cover questions relating to undergraduate and graduate student…

Six articles on recruitment and retention of black students are presented that cite dropping out as the factor most responsible for significantly impeding minority access to and successful progress in the collegiate experience. Increasingly, retention is becoming the ultimate yardstick for measuring institutional effectiveness, which translates…