This book about the problems facing the president of a college or university is intended mainly for administrative personnel but may be of interest to college trustees, faculty members, and individuals interested in higher education. It is claimed that it is impossible economically to sustain the many non-educative activities that are borne by undergraduate tuition. Higher education has to be demanaged in order to return to the basic principles of service to students. An historical perspective is provided on higher education in the United States since the turn of the century. The following topics are covered: public and private education, building programs, fund raising, public relations, faculty, collective bargaining, the new administrator, pressures on presidents, outside pressures on trustees and presidents, trustees, retrogression and wastage, small colleges, quality institutions, and the overall organization of higher education institutions. (SW)