Increased pressure to "position" the institution, create an image, and "structure" potential students' first impression of the college has caused admissions professionals to participate less in the institution's central mission. Competition among colleges has also overstimulated the higher education market and created confusing pricing schemes,…

As enrollment management assumes added importance and admissions officers confront increased pressure from diverse constituencies, the challenge will be to strike a balance that safeguards the professional integrity and economic security of the admissions officer and that protects the institution from incompetence. Four suggestions are offered.…

Areas in which the priorities and concerns of the college admissions officer and the college faculty often conflict are examined, including development of a well-rounded student body, statistical comparisons of student characteristics among institutions, and the image projected by the admissions office in its marketing. (MSE)

A book written for administrators of international student programs in the United States is given a favorable review. The book, "Educating Students from Other Nations: American Colleges and Universities in International Education," by Hugh M. Jenkins and associates, provides state-of-the-art descriptions of what program administrators…