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.