Marketing and Communication in Higher Education: The Search for Competitive Marketing Strategies

Greco, Albert N.

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).  

Details

Published by: Palgrave Macmillan

Publication Date: 2023-05-18

Format: Hardcover

ISBN-13: 9783031304149

DOI: 10.1007/978-3-031-30415-6

Dimensions: 210cm x148cm

Pages: 133