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...

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Bibliographic Details

Published in:	International Journal of the Book Vol. 10; no. 1; pp. 37 - 51
Main Authors:	Masikunas, George, Baverstock, Alison Mary
Format:	Article
Published:	Common Ground Research Networks 2013
Subjects:	Publishing Author-publisher relations Undergraduates Textbooks Writing Teachers Theory of knowledge Marketing
Online Access:	View this record in EBSCOhost