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Marketing to the campus crowd : everything you need to know to capture the $200 billion college market /

Whether you're an experienced college marketer or new to the field, Marketing to the Campus Crowd is required reading for any company eager to boost its bottom line and establish long-term brand loyalty. Industry expert and consultant David A. Morrison discusses the three most common mistakes,...

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Bibliographic Details
Main Author: Morrison, David A. (David Ashley)
Format: eBook
Language:English
Published: Chicago : Dearborn Trade Pub., 2004.
Subjects:
College students as consumers > United States.
Marketing > United States.
Universities and colleges.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • A few notes
  • Going back to school
  • Why college marketing? ("what's all the fuss?"
  • College marketing : past, present & future, or, the rise and "semi-fall" of the school monopoly
  • The pre-college market
  • The college market
  • The post-collage market
  • Gatekeepers : reaching the motherload through "big mother"
  • The influencers
  • Reaching the college crowd
  • Seasonal marketing
  • The Daewoo Motor Company : a good idea gone bad
  • The co-branding strategies
  • Concluding thoughts from a seasoned "insider"
  • We want to hear from you!