Customer Reviews

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

5 star:		(12)
4 star:		(1)
3 star:		(0)
2 star:		(1)
1 star:		(0)

 

 

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!

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.

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.

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).

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.

Highly recommend this excellent book for marketing pros interested in successfully targeting the student market. Fantastic book! Perfect balance of statistics, great insights on the student psyche, and extensive examples of marketers that are getting it right. Morrison knows his stuff cold and it shows on every page. Can't go wrong with this book, but you can easily go wrong without it! Totally original as there's no other book in Europe (or the States) like it. Five stars. Simply outstanding!!

This book is without question the industry standard on college marketing. Not only is Morrison a pioneer in the field of young adult consulting and research -- and it shows throughout his exceptional book -- he has created a resource that is truly apropos for both experienced college marketers as well as those new to the field. I originally heard this book featured on National Public Radio (NPR) on my way to work and then learned that it's been extensively quoted by "Advertising Age", Bloomberg Radio, "National Geographic", "DM News", "PR Week", "LA Times", "Chicago Tribune", etc., etc. If they thought it was tops, I knew it was good enough for me. My expectations were blown away by the flow of the chapters, the easy-to-read charts, and the extensive use of real-world case studies. The book even devotes chapters to the pre-college market and the post-college market as well as key influencers such as parents and school decision-makers. The author really knows his stuff and demonstrates top-notch strategic brilliance.

"Marketing to the Campus Crowd" is THE book for anyone interested in successfully capturing the heart and soul of today's youth market. I've already purchased a bulk order for my direct reports (and have made it required reading). Without question, I'd recommend this book without hesitation. If you're serious about college marketing -- or even youth marketing for that matter -- BUY THIS BOOK!! You and your company will be glad you did.

If you're on this page you already know just how coveted and hard-to-reach today's college market is. It's just so easy to make mistakes and so hard to be a genuine success in the long-term with this audience. I love how this book gives so many real-world case studies, vital stats (but just the right amount to keep your attention), and practical advice that I can use right now in my business. Strongly recommend this book with 5 stars.

"Marketing to the Campus Crowd" is an intelligent and highly insightful book from someone that knows young adult marketing cold. Every page oozes the author's obvious expertise with this age group and the book even includes separate chapters on both pre-college students as well as the larger young adult market. As one who works for an ad agency that target's Generation Y, this book is a MUST HAVE! It is both an excellent source for strategic inspiration as well as an overall "how to" guide on tackling this coveted, yet highly elusive, consumer market. Thanks, David, for sharing your wisdom and your wit. Both are deeply appreciated!

Given how much college students spend, and their obvious influence on other desirable market segments, Morrison's book is a "must have" for marketers, advertisers, salespeople, and administrators that want to optimize their decision-making with this group. (I actually heard about this book from an overseas colleague of mine.) The author's knowledge is self-evident and the book is a perfect balance of information as well as strategic insight. Morrison even dedicates chapters to future trends (such as privatization and non-traditional students) as well as chapters on targeting high school students, alumni, school buyers, faculty, parents, and recent grads. It's one of the few books that I keep permanently on my desk both to stimulate my thinking as well as to reference key data. HIGHLY RECOMMENDED!!