Keeping in touch with the college scene

Seeing a marketing book gearing solely toward the college crowd from an established professional made me fear the pages were going to be littered with antiquated "hip" dialogue.

Seeing a marketing book gearing solely toward the college crowd from an established professional made me fear the pages were going to be littered with antiquated "hip" dialogue.

But I was immediately reassured by Morrison's assertion that today's college scene is not how the reader remembers it. One of his best points, the "trickle triad" theory, shows how high school students, noncollege young adults, and recent graduates look toward the trends of college students to attain a level of cool. The book also features an interesting approach from 17 schools in the Philadelphia area that teamed up with a promotional magazine to attract high school students. Morrison gives a great overview for firms looking to reach this $200 billion marketplace. It would have been better if he got into more guerrilla and unique tactics, but he paints the proper landscape for more narrowly focused books to build upon. Title Marketing to the Campus Crowd: Everything You Need to Know to Capture the $200 Billion College Market Author David A. Morrison Publisher Dearborn Trade (June 2004), 272 pages Reviewed by Keith O'Brien

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