Opportunistic marketing in higher education / Thomas J. Wonders, James F. Gyure -- Perceptions toward marketing higher education : do academic disciplines make a difference? / Raymond E. Taylor, John R. Darling -- Are U.S. colleges and universities applying marketing techniques properly and within the context of an overall marketing plan? / Leslie A. Goldgehn -- Academic program review : a market strategy perspective / Robert Cope, George Delaney -- Multiple positions for an academic institution : a factor analysis approach / William S. Sekely, Rebecca M.J. Yates -- A guide to effective use of alumni student recruitment / James S. McCoy, David A. Allen, Jr.--The enrollment challenge for business schools : an alumni view / Sandra L. Schmidt -- Enrollment management : the model, the manager, and the message / Jan Jantzen -- Guidlelines for using market research in college publications / Edward Ziegler -- Factors and strategies which influence the marketing of successful fund raising programs in small private colleges / Ronald J. Kraus -- The role of public relations in a successful fund-raising campaign / Michael F. Adams, Larry G. Bumgardner -- Up the organization / Thomas J. Hayes.