ENGLISH

The College Textbook Publishing Industry in the U.S. 2000-2022: The Search for Competitive Marketing Strategies (Marketing and Communication in Higher Education)

By Albert N. Greco

Book information

Publisher
Palgrave Macmillan
Year
2023
ISBN
9783031304156, 9783031304149, 3031304144
Language
english
Format
EPUB
Filesize
392 kB (401339 bytes)
Edition
1st ed. 2023
Pages
157\0
Time added
2023-05-25 20:24:38

Description

This book explores the college textbook publishing industry, from its inception in medieval universities, through the late 20th century, to the present day which has led to an existential crisis for some publishers. The various sections in this book offers a comprehensive analysis of the substantive developments, problems, and concerns about a myriad of major issues that confronted the higher education textbook sector after 2000. Chapters incorporate highly reliable textbook statistical sources as well as a review of some marketing theories utilized by these publishers (e.g., understanding the threat of substitute products; the sale of used and rental texts; the sale of new digital textbooks).

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