Given increasingly crowded education marketplaces, an emerging perspective views education as a marketable product and seeks to explain what drives loyalty of alumni. Satisfaction has been used as an indicator of education quality and resides in a complex relationship of factors pertaining to students and institutions. The nonprofit graduate…

Despite the number of arguments in support of or against the value and relevance of historically Black colleges and universities (HBCUs), there is little literature that takes an in-depth look at the diversity among HBCUs and the students who choose them. The purpose of this study was to explore the college choice motivations and academic…

It is argued that colleges tend to have a high opinion of themselves and would be wise to learn how their various publics (community, business community, guidance counselors, college-bound students, parents, current students, alumni, staff) perceive them. Comparison with competitors and monitoring of change over time is also recommended. (MSE)

2024 Re-release of the 2002 first edition of this book. The author and copyright holder has released this work under a Creative Commons (CC BY-NC-ND 4.0) license. This book provides 101 ideas and strategies to empower overall marketing efforts: (1) "Put On Your Thinking Cap" (e.g., define the problem before marketing it, set reasonable…