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 |
| Publicado: |
Common Ground Research Networks
2013
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |