Collaboration unleashes e-book database potential for replacing traditional textbook options

Learn how marketing and library faculty collaborated with an e-book database vendor to leverage content to serve as foundational "text" for an introduction to marketing course. Student attitudes toward content quality, convenience, and navigation were measured throughout the course. Reading behavior, grades and other demographic variables were also captured to test a variety of relationships between student attitudes, reading behavior and preference for mode of content. Survey results and potential for future applications are discussed.