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Direct linkMerkle, Adam C.; Ferrell, Linda K.; Ferrell, O. C.; Hair, Joe F. – Journal of Marketing Education, 2022
Marketing curricula are experiencing a digital disruption as e-books and other electronic educational resources replace print textbooks. This study investigates student perceptions about the effectiveness of print textbooks and e-books. Specifically, we focus on the perceived effectiveness of e-books and the impact on student engagement. A…
Descriptors: Books, Electronic Publishing, Learner Engagement, Marketing
