Some institutions have decided that they are very comfortable as entrepreneurial market-driven institutions, and they have accepted that. A few institutions have decided that if the market doesn't want them, they won't stay in business. Others have been forced to either restate, reaffirm, revise, or sharpen their mission to more closely meet public expectations. I'm of the view that colleges and universities are exceptionally adaptable institutions. They have developed a remarkable set of marketing skills.
Higher education is a tremendous marketing success story.
Now whether that is without cost is a whole other question. Marketing literally drives up costs but it also tilts the history. Admissions marketing has really heated up. Colleges and universities are persuading 12-13 million people a year that they have a product worth paying for. So there are all sorts of successes.