Marketing to the Campus Crowd: Everything You Need to Know to Capture the $200 Billion College Market

by David A. Morrison

Book Overview

The college market is one of the most lucrative groups targeted by marketers and advertisers today - and for good reason. Considered the heart and soul of the youth market, it encompasses... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0793186005
• ISBN13: 9780793186006
• Release Date: June 2004
• Publisher: Dearborn Trade
• Length: 249 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.8" x 6.3" x 9.4"

Customer Reviews

The Industry Bible For College Marketers (Five Stars)

Finally there's a book for college marketers! Morrison does a fantastic job in streamlining the statistics while pumping his book full of real-life case studies, helpful hints, and amazing insights. This industry pro clearly knows his stuff and his vast experience is evident on every page. (Small wonder that the book has been featured on NPR, "Advertising Age", "Chicago Tribune", "LA Times", et al.) The book's an easy read, well indexed, and quite witty at times. I'm keeping mine on my desk as a reference book for all future decision-making as it relates to the student market. Fully recommend this book -- five stars.

UNIQUE RESOURCE FOR YOUTH MARKETERS!

Now THIS is the kind of book I've been looking for. Something written with businesspeople in mind. Well organized, full of case studies, just the right mix of stats. Not only is this the only book of its kind, trust me -- I've been looking for this type of book everywhere! -- it even has a stamp of approval from top execs at General Motors, Best Buy, Sony Music, etc. Fascinating book that is both highly educational as well as a great read.

EXCELLENT RESOURCE! (5 Stars)

As a brand manager, I heartily recommend this book to anyone in marketing, advertising, etc. Morrison clearly knows his stuff and boils the "essentials" down to a read that's downright informative, entertaining, and positively fascinating. This is one book that's become a permanent addition to my professional library. Recommend this book with 5 stars to anyone that plans to go after this market (or already is in the midst of doing so).

Excellent advice!!

The cover of this book caught my eye in the bookstore-trying to figure out how to market to kids in college seems tough, they have their own set of everything from music to food to even language. Morrison takes the guesswork out of this group and his advice can really help an business-owner to add strategies to their marketing to get in on this group of spenders. Kudos to Morrison for a great book... There is an incredible set of credentials on the back cover, he seems to be THE expert in this niche!

Heard it on NPR

After hearing this book being discussed in-depth on NPR, I thought it could be invaluable for me at work. The college market is very important for my company, and it's hard to know where they (today's college students) stand one week to the next. The stats were really helpful for a presentation I had to give to my boss and my team - made it alot easier to substantiate my recommendations. It's a quick read, I especially liked the case studies and "strategic insights" sections of the book. The table of contents made it easy to skip around to what I needed/wanted to read. Definitely a book I'm going to be keeping on my shelf at work - my department has already put an order in so all my peers and direct reports can get up-to-speed.