Explores the intended outcomes of marketing (e.g., attracting new students who differ from the traditional ones and who require different programs and services) and discusses the resultant problems for student development programs. Presents strategies for preventing these problems, founded on careful, knowledge-based planning of marketing and…

Presents seven statements synthesizing the literature on the relationship between educational advising and student retention. Provides an advisement model designed to increase institutional holding power through ethical recruitment, honest orientation, continuous dissemination of information, and a developmental approach to the advising process.…