At a time of great economic uncertainty, The Business of Higher Education looks at the pros and cons of colleges and universities taking a more business-like approach to fulfilling their missions.How can colleges and universities navigate their way between shrinking commitments and the increasing expectations of their students? Does the answer lie in taking a more business-like approach? This extraordinary resource considers the costs and benefits to both public and private institutions and to society when academe embraces business models for improving cost-efficiency, marketing, hiring practices, and customer service. Bringing together a diverse team of contributors from the academic and business worlds, The Business of Higher Education offers 35 essays in three volumes. The first volume explores issues of leadership and culture, the second focuses on management and fiscal strategies, and the third volume takes up issues of marketing and consumer interests. Throughout, the work balances the contrasting perspectives of those within the academy and those outside of it, as it considers whether higher education and the public interest are ultimately helped or harmed by the application of business methods to essential academic functions.

Foreword by E. Gordon GeeGeneral IntroductionIntroduction to Volume 3 by John C. Knapp and David J. SiegelChapter 1 University Leadership in an Era of HyperaccountabilityJohn C. KnappChapter 2 Universities and the Business Practice of MarketingCurtis CarlsonChapter 3 Marketing the Academy: Benefits and BarriersLarry D. LauerChapter 4 Seeing Is BelievingMalcolm GrearChapter 5 Coping with Crises: Special Challenges for UniversitiesAndrew WestmorelandChapter 6 The Escalation of Consumerism in Higher EducationMichael S. HarrisChapter 7 Academic Customer ServiceNeal A. RaismanChapter 8 The Pre-College QuagmireRachel ToorChapter 9 The Importance of Business and Economic Models in Understanding the Historical Provision of Student AidFred GallowayChapter 10 The Business of Intercollegiate AthleticsJ. Douglas TomaChapter 11 College Rankings Reformed: The Case for a New Order in Higher EducationKevin CareyAbout the Editors and ContributorsIndex