How Effectively do Authors and Publishers Manage the Process of Creating Successful Marketing Textbooks for Undergraduate Students?
This original research explores the authorial role in the development of marketing textbooks for undergraduates. Concentrating on those working as co-authors of leading marketing textbooks, we found that they formed a highly industrious group who use their subject knowledge and writing experience to...
| Publicado en: | International Journal of the Book Vol. 10; no. 1; pp. 37 - 51 |
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| Autores principales: | , |
| Formato: | Artículo |
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Common Ground Research Networks
2013
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=91761681&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 91761681 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 14479516 17TF jtl: International Journal of the Book issn: 14479516 maglogo: N pubinfo: dt: 2013 vid: 10 iid: 1 pid: 22359 pub: Common Ground Research Networks artinfo: ui: 91761681 10.18848/1447-9516/CGP/v10i01/36968 ppf: 37 ppct: 14 formats: fmt: @attributes: type: P size: 271KB tig: atl: How Effectively do Authors and Publishers Manage the Process of Creating Successful Marketing Textbooks for Undergraduate Students? aug: au: Masikunas, George Baverstock, Alison Mary affil: Kingston University, Surrey, UK su: Publishing Author-publisher relations Undergraduates Textbooks Writing Teachers Theory of knowledge Marketing sug: subj: Publishing Author-publisher relations Undergraduates Textbooks Writing Teachers Theory of knowledge Marketing keyword: Authoring Authors Co-authoring Learning Marketing Module Leaders Pedagogy Quasi-buying Process Textbook Publishing ab: This original research explores the authorial role in the development of marketing textbooks for undergraduates. Concentrating on those working as co-authors of leading marketing textbooks, we found that they formed a highly industrious group who use their subject knowledge and writing experience to mediate the relationship between the publishing houses who commission them and the module leaders who select from their output. The key factors influencing the creation of successful marketing textbooks are identified within the context of the textbook's role to serve the needs of both pedagogue and learner. We explore how textbooks arise, from proposal stage to publication, the development of material (both textbook and supplementary) and in particular the working relationship between authors, co-authors and their publishers. While the authors consulted made individual responses, there is sufficient similarity in their experience to draw generalised conclusions. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of International Journal of the Book is the property of Common Ground Research Networks and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: International Journal of the Book holder: Common Ground Research Networks dt: @attributes: year: 2013 holdings: @attributes: islocal: N |
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