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Customers of educational publishers are grumbling for change. Educators and educational institutions have expressed a desire for greater flexibility in what and how they buy. They seem to feel locked in by the traditional adoption of a single comprehensive text, and have communicated a desire for acquiring publisher content in smaller chunks, sometimes referred to as learning objects. In order to fulfill the vision of modular content offerings, educational publishers need to not only create content in a more flexible fashion, but to be able to sell it in a more dynamic, nimble fashion: just-in-time sales and just-in-time delivery. The long-cycle textbook adoption sales model is incompatible with the learning object product vision.
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Andrew Brenneman
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