Who Really Knows Marketing in Academia?

With apologies to the marketing faculty; Admissions officers and Placement officers. They sit where the rubber meets the road. The markets are talking to us every day, but most of us aren't paying attention. Admissions and Placement officers hear the real deal from consumers: why a great student chose another school over yours, why the company only recruits from Top 10 or Top 20 B-schools. Yes, others in the university are in touch with customers, but folks in Alumni offices, Development offices, receive filtered information. They are dealing with "homers" who want the institution to succeed, not cold-hearted consumers planning what university "brand" will serve them well over a lifetime.