Textbook Adoption Process by Marketing Professors

Textbooks are an integral component of the higher education process. This study examines the textbook selection process and the marketing techniques used by publishers to encourage adoption. A total of 493 survey responses were collected. Results indicate that content, ancillary materials, and textbook costs are the primary drivers of adoption. Examination copies, contact by book reps, and direct mail flyers are the best methods of encouraging marketing faculty to examine a new textbook. Significant differences were found based on years of teaching experience, rank, and the institution’s student enrollment.