Faculty Scholarship 1994 - Present

Strategic Marketing Decisions for E-Textbook Publishers

The introduction of E-textbooks (electronic textbooks) could change business education in the 21st century. This paper illustrates how publishers who enter the college e-textbook market will have to make strategic product, promotion, place and pricing decisions. In addition, this paper describes the perceptions of college students about the advantages and disadvantages of various enhanced features of e-textbooks. These data show that students perceive that these enhanced features provide significant benefits to users.