The interrelation of enrollment, marketing, and retention, and implications for enrollment management planning at the postsecondary level are considered. Factors that will likely affect enrollment in the 1980s include sources of support for private institutions; increased federal controls, including legislation for veterans and financial aid; and continued emphasis on the vocational/technical area at the expense of the liberal arts. Marketing in higher education is based on institutional philosophy and mission, locating appropriate populations, involving and enrolling those populations and meeting their educational needs. An institution needs to be able to identify target populations and involve the applicant in campus visits, housing/financial aid information followup, and orientation. Additional preadmissions functions include secondary school and junior college visitations, events that focus on admissions and financial aid, and community alumni projects. A strong marketing program must have publications records systems, communications systems, and a research and evaluation component. Since the retention and enrollment rates are directly related, it is important to consider reasons students remain in college and the reasons they drop out. It is suggested that retention efforts should include a review of services to transfer students, identification of students with marginal ability and those who are undecided about a college major, and career and academic counseling. To develop a retention program an institution should determine the dropout rate, measure student perceptions of the university, establish an exit interview process, build an early-alert system, and review the results of the retention program. (SW)