Fred Hurvitz

In mid April, Thomson Higher Education launched a new textbook and, with it, what Thomson calls its new model for higher-education publishing. The 350-page paperback textbook, “MKTG”—which covers the core concepts of marketing—was designed to reflect students’ preferences for shorter, more easy-to-digest texts and cheaper prices, according to Thomson. It also uses lots of colorful images and text, and call-out boxes. In fact, its pages really look more like those out of a magazine than a textbook. 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