Know What You Don't Know

What Every Higher Ed Leader Needs to Understand About Marketing

By: Bart E Caylor

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Paperback | 19 December 2025

At a Glance

Paperback
292 Pages

Dimensions(cm)
21.59 x 13.97 x 1.68

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$44.75

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"Bart Caylor's 'Know What You Don't Know' is a call to leaders to stop outsourcing judgement and start leading with curiosity, discipline, and moral clarity" Jamie Caridi, Interim President, Bethany College (West Virginia)

"Bart Caylor's "Know What You Don't Know" is an indispensable guide for presidents and senior marketing leaders in higher education. Caylor pinpoints the real challenge: a lack of marketing literacy at the top, which can lead to costly missteps and missed opportunities." David Hoag, President, Council for Christian Colleges and Universities

THE ESSENTIAL GUIDE EVERY HIGHER ED LEADER NEEDS TO MAKE GREAT MARKETING DECISIONS

Ask Better Questions
Avoid Costly Mistakes
Lead With Confidence

Today's higher education landscape is louder, faster, and more complex than ever before. But you don't need to become a marketing expert to lead your team with confidence. You just need to know enough to ask the right questions. This guide helps presidents, cabinet members, and advancement leaders build the literacy needed to evaluate marketing strategies, challenge assumptions, and make decisions that move today's students from interest to enrollment. Based on real-world insight, decades of experience and tactical clarity, this book is your field guide to leading through change and connecting with today's students.

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