College marketing is seen as a comprehensive approach to college management and resource generation that focuses on service and flexibility. Key concepts of college marketing are explained; and ways that an advancement officer can apply simple marketing practices to strengthen the college are described. (MLW)

The Christian college and the secular university are compared for their distinctive advantages and values. Prospective students and their parents are advised concerning how to investigate these differences in terms of their own needs and expectations, and how to make informed decisions. (CTM)

This book contrasts two models of institutions of higher education in the United States: the faculty-controlled research university and the administration-led traditional college, and offers recommendations for the development of higher education which draw on the strengths of both. In the beginning, American higher education was predominantly…