What Marketing Educators Look for When Adopting a Principles of Marketing Textbook

Abstract

Students gain pedagogical value from a Principles of Marketing textbook, making significant the criteria instructors use to adopt a textbook. Two hundred thirty-six AACSB and ACBSP accredited marketing faculty teaching Principles of Marketing courses responded to an online survey seeking opinions about the criteria used to adopt a Principles of Marketing textbook for three decision scenarios (revised edition of the existing textbook, new edition from the existing publisher, and a new edition from a new publisher). Findings highlight the importance of satisfying instructor and student needs alike, and conclude with the contribution of this study to a vibrant textbook research program.

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