Marketing Professors’ Perspectives on the Cost of College Textbooks: A Pilot Study

Textbooks are an integral component of the higher education process. However, a great deal of concern about the high costs of college textbooks has been expressed by those inside and outside of higher education. The authors focus on the results of a pilot study of a survey of marketing professors’ criteria and use of textbooks and their reactions to some of the changes that have been implemented or may be implemented by universities, state...