Includes bibliographical references (p. 309-331) and index.

1 An Introduction to the Higher Education Industry 1 -- 2 The Higher Education Business and the Business of Higher Education -- Now and Then 9 -- 3 Is Higher Education Becoming Increasingly Competitive? 39 -- 4 The Two-Good Framework: Revenue, Mission, and Why Colleges Do What They Do 58 -- 5 Tuition, Price Discrimination, and Financial Aid 77 -- 6 The Place of Donations in Funding the Higher Education Industry 102 -- 7 Endowments and Their Management: Financing the Mission 130 -- 8 Generating Revenue from Research and Patents 149 -- 9 Other Ways to Generate Revenue -- Wherever It May Be Found: Lobbying, the World Market, and Distance Education 162 -- 10 Advertising, Branding, and Reputation 175 -- 11 Are Public and Nonprofit Schools "Businesslike"? Cost-Consciousness and the Choice between Higher Cost and Lower Cost Faculty 196 -- 12 Not Quite an Ivory Tower: Schools Compete by Collaborating 206 -- 13 Intercollegiate Athletics: Money or Mission? 218 -- 14 Mission or Money: What Do Colleges and Universities Want from Their Athletic Coaches and Presidents? 251 -- 15 Concluding Remarks: What Are the Public Policy Issues? 278.