Textbooks have been largely ignored in recent examinations of the marketing of higher education. This study finds that the faculty member are largely satisfied with the current textbook offerings. Of interest is an examination of the process of textbook selection and the choice criteria used. Overwhelmingly, author generated characteristics were found to be used by faculty members in the selection of textbooks.
Powell, Judith D. and D. Layne Rich. "The Textbook Selection Process: An Empirical Study of Faculty Choice Criteria." E.C.R.S.B. 86-12. Robins School of Business White Paper Series. University of Richmond, Richmond, Virginia.