The College Textbook Publishing Industry in the U.S. 2000-2022: The Search for Competitive Marketing Strategies (Marketing and Communication in Higher Education)

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). Preface Acknowledgments Disclaimer Contents About the Author List of Tables Chapter 1: Introduction: The State of the U.S. College Textbook Industry to 2000 Historical Development of Educational Materials and Higher Education Textbooks The Development of College Textbooks in the U.S. U.S. College Growth After 1941 Textbook Publisher Marketing Strategies After World War II The Impact of Disruptive Technologies on Publishers and Textbook Sales The U.S. Higher Education Textbook Industry in 2000 Sample Profit and Loss Analysis for a College Textbook in 2000 Conclusion Chapter 2: The Impact of Disruption on the College Textbook Publishing Industry: 2001–2012 A Period of Confidence After 2000 The Impact of Disruption The Impact of Disruption The Response of the Textbook Publishers The Backlash Against College Textbook Prices Conclusion Notes Chapter 3: The Responses of the Major College Textbook Publishers: 2013–2018 Some Positive Business Developments in 2013 Unsettling Data Textbook Publishers Confront “Sisyphus”6 The Search for Clarity and Certainty The Importance of Intellectual Property to College Textbook Publishers Important College Textbook Copyright Cases: Kirtsaeng v. John Wiley Conclusion Notes Chapter 4: College Bookstores and College Textbook Publishers Confront Dramatic Developments and Challenges: 2019–2021 The State of College Textbook Publishing in 2019–2021 The Impact on the “Big 5” College Textbook Publishers The Impact on College Bookstores Textbook Publishers Adopted Innovative Marketing Theories to New Business Conditions The Search for Scale: Plan A The Search for Scale: Plan B The Movement Toward Digital Textbooks The ReDigi Copyright Case: 2019 A Second Major Legal Victory for College Bookstores and Textbook Publishers IA: Negative Responses and Antitrust Litigation Conclusion Notes Chapter 5: The Future of College Textbook Publishing Introduction Higher Education Textbook Publishers’ Strengths Higher Education Textbook Publishers’ Weakness Higher Education Textbook Publishers’ Opportunities Higher Education Textbook Publishers’ Threats Other Major Unresolved Concerns: Intellectual Property Issues Other Major Unresolved Concerns: Gender Discrimination in College Textbook Publishing and Authorship Other Major Unresolved Concerns: Textbook Publishers and College Bookstores Confront Economic Uncertainty A New Option for College Textbook Publishers and Bookstores: Equitable Access Conclusion: Comments on the Future Notes Bibliography Index