AACRAO's new publication "Student Marketing for Colleges and Universities" is the single authoritative source interpreting basic and advanced marketing techniques within the context of student marketing. Four sections address marketing fundamentals in the higher education setting, strategic planning, consumer behavior of the college-bound student and integrated marketing and the student marketing plan. Following a preface, this book is divided into four parts. Part one, Student Marketing Fundamentals, presents the first chapters of the book: (1)Overview and Introduction to College Student Marketing; (2) Mission & Vision in Institutional Marketing; (3) Creating the Institutional Marketing Statement; and (4) Developing the Brand. Next, part two, Strategic Planning, presents the next chapters in the book: (5) Acquiring & Using Marketing Information for Strategic Decision-Making; (6) Identification of Strategic Priorities and Options; (7) Market Segmentation; and (8) The Development of Tactics and Planning for Execution. Part three, Consumer Behavior of the College-Bound Student, includes chapters: (9) College Choice: A Consumer Decision-Making Model; (10) Direct Marketing & Direct Response in Undergraduate Admission; and (11) Technology & Student Marketing. Finally, part four, Integrated Marketing and the Student Marketing Plan, presents the closing chapters: (12) Integrated College & University Marketing; and (13) Developing the Marketing Plan. Appended is: Sample Marketing Plan. A bibliography concludes the book.