The traditional sellers' market in higher education has become a buyers' market, with both the nature of the student body and the services offered being changed. Marketing, as a comprehensive tool for planning and delivery of educational services, offers an integrated method for meeting the disparate demands growing from the shift to a longer learning cycle. New baseline data will be needed to supplement and even supplant current research on the traditional college population. To date, no unified approach such as the business world has taken exists in higher education. This is reflected in the literature of postsecondary marketing. However, the need to understand how the exchange of services occurs in the higher education marketplace is imperative, and is not, as some believe, a perversion of academic ideals. M. S. Knowles' theories of adult education are particularly applicable to the demographic shift in postsecondary education because his contrasting of the force-feeding of young adults in college (pedagogy) with the experience-based approach to adult learning (andragogy) is analogous to necessary change in marketing approaches. The move toward andragogy can be an important element in developing the identity of the school, which is in turn an important element in marketing strategy. The issue of identity is one of projecting a clear, uncompromised image, directly linked to its programming and objectives. The disjointed marketing done today can only increase feelings of separation, disunity, and impersonality among faculty, students, and staff; directed and unified marketing would aid school image, the institution itself, and its broadening constituencies. (MSE)