How Effectively do Authors and Publishers Manage the Process of Creating Successful Marketing Textbooks for Undergraduate Students?

By George Masikunas and Alison Mary Baverstock.

Published by The International Journal of the Book

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Article: Print $US10.00
Article: Electronic Free Download

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.

Keywords: Textbooks, Textbook Publishing, Authors, Authoring, Co-authoring, Quasi-buying Process, Marketing Module Leaders, Pedagogy, Learning

The International Journal of the Book, Volume 10, Issue 1, pp.37-50. Article: Print (Spiral Bound). Article: Electronic (PDF File; 331.678KB).

George Masikunas

Principal Lecturer in Marketing, School of Strategy, Marketing, and Entrepreneurship, Faculty of Business, Kingston University, Kingston Upon Thames, Surrey, UK

Various degrees: BA, Dip. Comm., Dip. Ed., MA (Ed.) Post HE full-time: worked for various companies, medium and mainly large-sized ones. Did consultancy work with SMEs and to educational institutions. Worked full-time at Kingston University for over 20 years to-date. In the past two-years have been become engaged in research projects, attending conferences and getting published.

Dr. Alison Mary Baverstock

Senior Lecturer, Faculty of Business and Law, Kingston University, Kingston upon Thames, Surrey, UK

Alison Baverstock began her career within publishing, having researched and written widely about the industry is now Course Leader for MA Publishing at Kingston University and teaches teaches marketing and employability within Kingston Business School. In addition to 18 books and numerous articles and academic papers, she has written three distance learning courses for students of marketing and writing.


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