The College Textbook Publishing Industry in the U.S. 2000-2022
The Search for Competitive Marketing Strategies
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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).
Presents an original overview and analysis of the changing college textbook market in the US Covers the financial aspects of publishing textbooks in the twenty-first century Supported by detailed statistical data, extensive footnotes, and appendixes
Autor*in
Albert N. Greco
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college textbooks publishing business intellectual property infringement Educational Materials Textbook Sales marketing
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“Albert N. Greco explains in his concise, carefully researched history of recent changes in the college textbook industry. … Greco is one of the country’s leading experts on the economics of publishing … . He has done yeoman’s labor collecting relevant statistics about publishers’ sales, revenues and costs—all presented in neat, easily digestible tables—and detailing the bankruptcies, mergers and other major developments within the industry.” (Jonathan Zimmerman, Publishing Research Quarterly, November 17, 2023)
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“Greco is the doyen of publishing studies and the economics of publishing. This book is a masterful survey of the textbook market of the recent past to the contemporary scene. It provides useful and penetrating insight into the economic conditions animating the textbook world, especially within the contest of higher education where textbooks have increasingly become expensive complementary forces to increasing tuition, etc. It is a joy to read for those interested in the subject.”(Jean-Pierre V. M. Hérubel, Professor of Information Studies in the Purdue Libraries and School of Information Studies, Purdue University, USA)
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