Viewing the world without ivy-covered glasses / Larry H. Litten -- Exploring institutional images through focus group interviews / Trudy H. Bers -- Assessing the market potential for new programs / Richard A. Voorhees -- Describing patterns of competition / Glenwood L. Rowse -- Positioning and trade-off analysis / Eric Straumanis -- Balancing price and value / David L. Brodigan -- Identifying market segments / Julie Wakstein -- Developing and implementing a marketing plan / Byron G. McCalmon -- Selected references on market research in higher education / Jean J. Endo, Robert S. Lay.
