Between the lines - In The News

University Business, March, 2003 by Tim Goral

Competing for Students, Money, and Reputation: Marketing the Academy in the 21st Century

By Larry D. Lauer, CASE (Washington, DC) 2002; 224 pp. $54.95 (member price).

Seven years ago, Texas Christian University launched an extensive integrated marketing campaign to reinvigorate funding and support for the school's athletic programs. It didn't take long to realize that the same process could be applied to the university as a whole. Competing for Students is a distillation of TCU's examination of successful marketing techniques. Clearly written, it is packed with practical "been there, done that" wisdom on topics ranging from planning media campaigns and enhancing community/ alumni relations, to marketing admissions, conducting focus groups, and managing crises. Of special interest is a section devoted to evaluating the results of a school's marketing efforts to fine-tune its message. Order online at www.case.org/books.>

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