ABSTRACT
Today, marketing is one of the more recognizable business practices being used within higher education. Driving through town or across the country you see billboards touting "academic excellence" or "athletic achievement" for the local college or university. There are television ads, radio announcements, newspaper ads, and advertisements in national magazines. Additionally, you will see current students, alumni, and "friends" of the institution sporting university logo apparel. This was not always the case. From the founding of Harvard College in 1636 through the 1960s, higher education in the United States experienced over 300 years of growth (Lenington, 1996). During this time most institutions of higher education did not perceive a need to "market" themselves to attract students. The continued population growth combined with a relatively strong economy (with a few exceptions) made for a steady stream of students. After World War II there was an explosion.
