2012 The Future of Course Adoption
Adoption tracking is increasing difficult as sales disperse across channels. Flexibility is critical in achieving the right balance of marketing resources and measuring results. How will print and e-book rentals, used books, and libraries factor into the future landscape? College students still prefer print books to e-books, though we need to be ready to meet demand when that preference shifts. This session includes strategies for promoting books for adoption, following up on promotion campaigns, analyzing results, and publishing in formats that can be adopted in diverse environments.
Chair: Michelle Pullano, Textbook Manager, MIT Press
Panelists: Kerry Cahill, Associate Director, College Sales and Marketing, Cambridge University Press
Tom McElwee, President and Founder, TWM Research
Jade Roth, Vice President, Books and Digital Strategy, Barnes & Noble College
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