This little student went to market: when colleges sell themselves to applicants--and vice versa--fairness falls by the wayside.

"NO MATTER WHAT IT IS CALLED, WHO DOES IT or where in the institution it is being done, universities are engaging in marketing activity." That message shocked academics when a marketing professor named Richard Krachenberg first delivered it in a 1972 Journal of Higher Education article. What schools referred to as recruiting was really advertising, Krachenberg pointed out, financial aid was pricing and the bloodletting ritual of changing the curriculum was just product development.

Nowadays the marketing is right out front. Universities on the make hire image ...

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