The College Textbook Publishing Industry in the U.S. 2000-2022

The Search for Competitive Marketing Strategies

By:

Albert N Greco

Format:

Hardback

Series:

Marketing and Communication in Higher Education

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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).

Author Biography:

Albert N. Greco is Professor of Marketing in the Gabelli School of Business at Fordham University, USA. He is the author or editor of nineteen scholarly books, ten professional books, and more than thirty journal articles. He has lectured about book publishing at Harvard University, The World Bank, and The Library of Congress.

Release date NZ

May 18th, 2023

Author

Albert N Greco

Audience

Professional & Vocational

Edition

1st ed. 2023

Illustrations

XXIV, 133 p.

Pages

133

Series

Marketing and Communication in Higher Education

ISBN-13

9783031304149

Product ID

36592756

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