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

The Search for Competitive Marketing Strategies

Albert N. Greco

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Springer Nature Switzerland img Link Publisher

Geisteswissenschaften, Kunst, Musik / Erwachsenenbildung

Beschreibung

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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Schlagwörter

Educational Materials, college textbooks, marketing, Textbook Sales, intellectual property infringement, publishing business