Maintains that colleges and universities must do more to educate the public about the realities of higher education finance. In particular, institutions need to demonstrate how they are like and not like other business enterprises. Furthermore, higher education institutions must better explain the considerable price variance among institutions, as well as clarify the difference between the "sticker price" of tuition and the actual price students must pay to attend college. Finally, they must emphasize that education is an investment, not a commodity, and better articulate the difference. To this end, the author asserts that cooperation among institutions is essential.
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