The college textbook publishing industry in the U.S. 2000-2022 : the search for competitive marketing strategies / Albert N. Greco.

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The college textbook publishing industry in the U.S. 2000-2022 : the search for competitive marketing strategies / Albert N. Greco.

9783031304156 (electronic bk.)
3031304152 (electronic bk.)
9783031304149
3031304144

Cham : Palgrave Macmillan, [2023]

©2023

English

1 online resource (xxiv, 133 pages).

10.1007/978-3-031-30415-6 doi

Z286.T48

070.573

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). .

Includes bibliographical references and index.

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Online resource; title from PDF title page (SpringerLink, viewed May 25, 2023).

Marketing and communication in higher education.

Print version: 9783031304156
Print version: 9783031304149

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