"Greco is the doyen of publishing studies and the economics of publishing. This book is a masterful survey of the textbook market of the recent past to the contemporary scene. It provides useful and penetrating insight into the economic conditions animating the textbook world, especially within the contest of higher education where textbooks have increasingly become expensive complementary forces to increasing tuition, etc. It is a joy to read for those interested in the subject." -- Jean-Pierre V. M. Hérubel , Professor of Information Studies in the Purdue Libraries and School of Information Studies, Purdue University, USA This book explores the college textbook publishing industry, from its inception in medieval universities, through the late 20th century, to the present day which has led to an existential crisis for some publishers. The various sections in this book offers a comprehensive analysis of the substantive developments, problems, and concerns about a myriad of major issues that confronted the higher education textbook sector after 2000.

Chapters incorporate highly reliable textbook statistical sources as well as a review of some marketing theories utilized by these publishers (e.g., understanding the threat of substitute products; the sale of used and rental texts; the sale of new digital textbooks). Albert N. Greco is Professor of Marketing at Fordham University's Gabelli School of Business. He is the author or editor of nineteen scholarly books, ten professional books, and more than thirty journal articles. He has lectured about book publishing at Harvard University, The World Bank, and The Library of Congress.