New Textbook a Showcase for Thomson Higher Education’s New Publishing Model

As to whether or not the company has heard any concerns voiced about a textbook with a softcover instead of the traditional hardcover text, Marquardt says, “No. Actually, the textbook’s design was driven by our customers’ desire for a shorter text at a lower price. In direct response, we designed ‘MKTG’ to capture content covering the entire Fundamentals of Marketing course in a much more condensed package,” he says. “The $49.95 price point includes access to all of the printable flash cards, summary reviews, audio-file resources, cell phone quizzing, online quizzes and video content in an annual edition.”

Students were involved throughout the book’s development process, and faculty members were involved “in quality checkpoints all along the way,” says Marquardt. “The design and content were formulated at the same time, with authors and development editors with direct teaching experience, as well as a panel of faculty members as sounding boards to ensure the highest quality in instructional design,” he explains.

Fred Hurvitz, marketing professor at Pennsylvania State University, says, “I like the fact the ‘MKTG’ is less expensive yet it covers the main points. As a result, I am going to give it a lot of consideration.”

Randy Russ, a professor at Belhaven College, says that the book “represents a refreshing new approach for both students and faculty.”

Ed Moura, president of Thomson Business and Economics Group (part of Thomson Higher Education), says, “We’re proud to share the first learning tool specifically designed to fit the busy and diverse lifestyles of today’s college students. The thoughtful, extended conversations with students and instructors that shaped ‘MKTG’ ensure this new text will provide improved learning outcomes for students and help instructors teach better.” BB