Marketing to the campus crowd
Subtitle: everything you need to know to capture the $200 billion college market
By: David A. Morrison
Publisher: Dearborn Trade Publishing; Dearborn Trade Pub.
Published: 2004
Place of publication: Chicago, IL
Language: eng
Number of pages: 249
Subjects: Universities and colleges -- United States -- Marketing
Notes: Includes bibliographical references (p. 233-239) and index
Table of contents: title: Going back to school; title: Why college marketing? ("what's all the fuss?"; title: College marketing : past, present and future, or, the rise and "semi-fall" of the school monopoly; title: The precollege market; title: The college market; title: The postcollage market; title: Gatekeepers : reaching the motherload through "big mother"; title: The influencers; title: Reaching the college crowd; title: Timing; title: The Daewoo Motor Company : a good idea gone bad; title: The co-branding strategies; title: Concluding thoughts from a seasoned "insider"; title: We want to hear from you!