An understanding of the role of textbooks in the higher education marketing mix can assist educators and administrators in increasing student satisfaction with the textbook itself, the course offering, and the overall university experience. This article reports recent research in this area.
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References
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Abel, Derek F. (1977), "Applying the Marketing Concept to Marketing Education,"Proceedings, American Marketing Association, pp. 141-144.
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Allen, Bruce H. and William H. Peters (1983), "The Status of Strategic Marketing in Higher Education: College Presidents' Viewpoints,"Proceedings, American Marketing Association, pp. 6-9.
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Barry, Thomas E. , Mary C. Gully, and William R. Schucany (1982), "Students as Consumers: Predicting Satisfaction,"Proceedings, American Marketing Association, pp. 109-112.
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