In this article, the author argues that American higher education is allowing itself to be held hostage by the rankings industry, which can lead institutions to consider actions harmful to the public interest and encourage the public's infatuation with celebrity at the expense of substance. Instead of sitting quietly by during the upcoming ratings…

Discusses the shortage of industrial arts teachers, a survey of the literature in teacher recruitment, and techniques for recruiting teachers. Includes results of the survey regarding recruitment methods. (JOW)

It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…

Argues that for librarianship to become the information profession in a changing society, the continuing education environment for librarians must be strengthened. Proposes that, rather than recruiting new blood, professional education must focus on developing skilled continuing education practitioners and develop strategies to ensure the…

Ten marketing concepts to consider are discussed including: assigning a protagonist, understanding of institutional mission, testing purpose against constituencies, planning effectiveness, positioning, politics, prioritizing, promotion and publicity, choosing representatives with a sense of passion, and performance or delivery of promised…

This document describes an investigation of the adequacy of the University of California, Santa Barbara (UCSB) Library's organizational structure, organizational climate, staffing patterns, training, career development, and communication to meet the needs of a postulated public services environment of 5 to 10 years in the future. Discussion of the…

Four major publishers of college guidebooks respond to the concerns of colleges and universities about the guides, the information they contain, and the demand for the information. Specific issues addressed include development of a standardized survey response, data integrity and validity, specialized information needs, publisher-institution…

Examined perceptions of high school seniors, parents, and high school counselors concerning factors influencing college choice. Although students' and parents' expectations were highly correlated, counselors' opinions varied significantly. Implications for college marketing are discussed. (TE)

Discusses concerns for academic libraries identified by a survey of editors and manuscript readers of this journal. Highlights include technology; leadership; library users; management issues, including recruitment, communication, and new services; access versus ownership; funding; copyright; licensing; teaching and research; electronic…

A study using eight focus groups of men and women (n=approximately 60) enrolled in undergraduate and graduate business administration programs investigated reasons for current difficulty in marketing Master's in Business Administration (MBA) programs. Results suggest that to increase the degree's value, schools should serve existing market…