Marketing of higher education does not have to include gimmicks, and promotion is only one segment of such a program. Marketing means understanding the institution's strengths and weaknesses, determining the kinds of students it can best serve, and deciding where these students can be found. (Author/JMD)

The extent to which personal and academic factors are important in college admission decisions was studied in 1978, based on data on 25,000 applicants to 9 colleges (Colgate University, Williams College, Ohio Wesleyan University, Kenyon College, Kalamazoo College, Occidental College, Hartwick College, University of Richmond, and Bucknell…