The College Textbook Publishing Ind - E-book

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The College Textbook Publishing Industry In The U.s. 2000-2022 - ENG

The Search For Competitive Marketing Strategies

Albert N. Greco

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Sinopsis

ISBN:	9783031304156
Formato:	ePub
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing investigación
Año de publicación:	2023-05-17

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).Â Â

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