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1. An introduction to the higher education industry; 2. The higher education business and the business of higher education - now and then; 3. Is higher education becoming increasingly competitive?; 4. The two-good framework: how and why schools are alike and different; 5. Tuition, price discrimination, and financial aid; 6. The place of donations in the higher education industry; 7. Endowments: financing the mission; 8. Generating revenue from research and patents; 9. Other ways to generate revenue - wherever it may be found: lobbying, distance education, and the world market; 10. Advertising, branding, and reputation; 11. Are public and nonprofit schools ?businesslike?? Cost-consciousness and the choice between higher-cost and lower-cost faculty; 12. Not quite an ivory tower: schools compete by collaboration; 13. Intercollegiate athletics: money or mission; 14. Mission or money: what do colleges want from their athletic coaches and presidents?; 15. Concluding remarks: what are the public policy issues?

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