Discusses attrition research in terms of student characteristics predictive of persistence and reasons students drop out. Itemizes the steps of planning a retention program and suggests retention strategies in three categories: administration, faculty, and student personnel. (DD)

Defines marketing and discusses the eight steps of the marketing process. Emphasizes the necessity of having one individual or committee responsible for coordinating marketing functions. Notes that marketing's success depends on its acceptance by all levels of the institution. Lists the benefits of implementing marketing in a community college.…