Textbooks have been ignored in the application of the marketing concept to higher education, despite the fact that they are an important component of the product offering. This study suggests that students feel that their textbooks are meeting their needs, but that need satisfaction does not affect textbook retention. The decision to keep or sell textbooks appears to be largely a function of the perceived value and relevance of the book and the manner in which presents material.
Powell, Judith D. and Donny Layne Rich. 1984. "Are Publishers Immune From the Marketing Concept: An Empirical Investigation of Student Textbook Retention." E.C.R.S.B. 84-12. Robins School of Business White Paper Series. University of Richmond, Richmond, Virginia.