The authors examined factors that affected the size of the freshman class at small liberal arts colleges after a decline of ten percent or more. Although top ranked national schools needed to do little, lesser ranked ones enjoyed a greater degree of recovery by offering larger amounts of financial aid and regional schools by awarding aid to more…

Asserts that state colleges, squeezed between research universities and community colleges, are falling even further behind due to pressure from legislators and growing competition from distance education and for-profit institutions. Discusses various issues in their decline and attempted makeovers, including faculty, "mission creep," declining…

The importance of an effective, comprehensive marketing effort by higher education institutions is discussed in light of anticipated enrollment declines. A new professionalism in market research and techniques is called for and it is suggested that an effective marketing effort will provide primary and secondary benefits that can serve as guides…