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商品詳細
The College Textbook Publishing Industry in the U.S. 2000-2022 : The Search for Competitive Marketing Strategies. 2000～22年のアメリカにおける大学テキスト出版産業
・ISBN 978-3-031-30414-9 hard EUR 39.99
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| 著者・編者 | Greco, Albert N., |
|---|---|
| シリーズ | Marketing and Communication in Higher Education |
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2023.07 |
| ページ数 | 134 pp. |
| 言語 | ENG |
| ニュース番号 | ＜702-1452 702-5＞ |
解説
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).