The book is an interesting read with [Robert Birnbaum] providing observations and commentary with wit and a little bit of cynicism about the value of'management fads.'Generally, it is an excellent review of the major budgeting/planning/quality practices of the past forty years or so, and their impact on higher education. The author argues that these practices fit a set of criteria that lead to the label'fads' and it is clear that he does not believe that such'fads' belong in higher education nor does he believe they have been very successful in the business arena. From the outset, Birnbaum asserts that universities are quite different than businesses, but the argument needs to be better developed and articulated. Birnbaum makes no distinction between the management of academic units and non-academic units where, arguably, management tools from the corporate world may have more applicability and success. Nevertheless, the book provides some thoughtful observations about higher education and the evolution of management in academe. Moreover, Birnbaum recognizes the underlying reasons for the prolonged and continuing interest in'management fads' and, faced with that reality, he offers a set of suggestions on how institutions can'manage'management fads (Chapter 9). As an added bonus, Birnbaum provides an extensive set of references on the topic of management in higher education