Best Practices in Online Selling
How to ensure that potential customers are never more than one click away from buying your books.
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At McGraw-Hill Education’s award-winning AccessPharmacy site (AccessPharmacy.com), which provides curricular-based access to dozens of textbooks and reference works, purchases are also based on a subscription model—and, as with Science Direct, extensive market research.
“We always work with an advisory board in developing a product,” says Helen Parr, executive editor of medical online at McGraw-Hill. The company also pays attention to visitor habits, recently adding a “pay-per-view” option after noticing many visitors were finding the site through Google.
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James Sturdivant
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