New Textbook a Showcase for Thomson Higher Education’s New Publishing Model
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The book also incorporates online and cell phone quizzes, audio/MP3 downloads, printable flash cards and “Chapter in Review” summaries, in response to what Thomson says is students’ preferences for print learning paired with digital tools. The suggested retail price: $49.95.
Thomson based its new model on conversations with more than 150 students. “Traditionally, we begin with the professors and use their ideas to shape the textbook, but with ‘MKTG,’ we turned that model around and began with the students,” says Neil Marquardt, publisher of “MKTG.” “What we learned in discussions … was that some often didn’t buy textbooks, and when they did, they weren’t using them.”
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Noelle Skodzinski
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