Higher education as competitive enterprise : when markets matter

AUTHORS' NOTES (Robert Zemsky, Susan Shaman, Daniel B. Shapiro). 1. Revenue: This chapter discusses how the pursuit of revenue accelerated the shift from institutional to market perspectives across U.S. institutions of higher education. 2. Segments: This chapter introduces the authors' market taxonomy, which serves as a tool for reflecting the structure of the market for undergraduate education. 3. Contours: Touring across the various market segments, this chapter demonstrates how faculty salaries, faculty--student ratios, use of part--time faculty, and student choice follow the ordering of the market. 4. Results: This chapter discusses the way in which the Collegiate Results Instrument measures collegiate outcomes. 5. Choices: This chapter recounts how the Collegiate Results Instrument became a tool for helping high school juniors and seniors make well--informed college choices. 6. Work Plans: This chapter provides a set of rules and tools for helping institutional leaders and researchers succeed at being market smart in order to remain mission centered. APPENDIX. REFERENCES. INDEX.