<title>ABSTRACT</title> Today's colleges and universities may tolerate the <italic>idea</italic> of marketing more easily, but marketers must continue to educate campus communities about marketing theories and practice. To promote a useful appreciation of how theories translate into initiatives, we propose incorporating...</italic>

<title>ABSTRACT</title> Institutions of higher education are increasingly becoming dependent on Web-based marketing to reach out to their target audiences. The current empirical study examines the types of impressions formed by prospective students based on exposure to different university Web site images. A...