Purchasing college textbook from online e-bookstore: an empirical study
by Jiaqin Yang, Alan John Zielinski, Li Cheng
International Journal of Management in Education (IJMIE), Vol. 3, No. 2, 2009

Abstract: This paper describe an empirical research investigating the current issues and development of online college textbook market, as the Internet has provided more options for college students across the nation in terms of buying and selling their textbooks in recent years. The objectives of this research are threefold: (1) to investigate the marketing strategy of current online college textbook business in terms of: price, leadtime, availability, and the likes; (2) to identify major issues and challenges for online college textbook websites in promoting online textbook sales; and (3) to examine the related managerial implications in higher education.

Online publication date: Mon, 18-May-2009

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