Everything You Need to Know to Capture the $200 Billion College Market



From Publishers Weekly

College students are "voracious consumers who use self-gratification to offset the rigors of academics and the stress of an uncertain future," supposes Morrison, a young-adult marketing specialist. Despite their rabid consumption-in the form of $200 billion spent annually on entertainment, food, technology, travel and more-and despite the fact that students are a captive audience and their numbers are constantly renewed by incoming freshmen, marketing products and services to this crowd is a surprisingly tricky endeavor. Campuses are already saturated with gimmicky giveaways and promotions and students have fickle tastes. To navigate the campus market’s perils and potential profits, Morrison offers enticing facts (college student spending has doubled since 1995) and time-tested observations (academic calendars signal different spending seasons) on how to approach this dynamic group and the peripheral, but equally lucrative, market of high school seniors, alumni, parents, professors and campus staff. Although Morrison occasionally falls into business jargon, his intended audience of marketers won’t mind as he offers clear advice and examples to demystify the challenges of breaking into the college crowd.

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.



Review

"...Marketers who are interested in reaching the elusive college crowd will find this book a very interesting read..." -- Advertising Education Foundation



"...Takes readers beyond the same-old free T-shirt promotions and examines what factors really motivate college students to spend..." -- DMA Insider



"...an insider's perspective on the current state of college marketing..." -- Book News



"...filled with real-life examples and case studies that illustrate what works and what doesn't..." -- Fort Worth Star-Telegram



"...filled with useful statistics and case studies, an abundance of tips and tactics…a fun and informative read..." -- Soundview Executive Book Summaries



"Morrison gives a great overview for firms looking to reach this $200 billion marketplace." -- PR Week, 7/16/04



"Morrison, the consummate marketing insider, knows his business and audience. This invaluable primer is recommended for all marketing/advertising collections..." -- Library Journal



...provides parents and college-age students considerable insight...most useful for those businesses trying to tap into the college market. -- Milwaukee Journal-Sentinel



...to reach the student demographic, this book is packed with inspiration and researched facts and figures. -- MarketingSherpa.com




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