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In the contemporary 'education-as-business' environment, many educational professionals require business and promotion skills to ensure that their educational institutions and products fulfill their potential in the education 'marketplace'. This guide provides business-oriented guidance for educational professionals involved in the business or strategy of an educational institution. Drawing on theory, practice and case studies, the authors demonstrate how to develop awareness and skills in the areas of marketing audits and research, program design and pricing, promotion, public relations, student recruitment, fund-raising, and 'e-education'.