While textbooks remain a key part of the teaching and learning process, evidence suggests that student completion of reading assignments is lower than teacher expectations. Although there is a small body of literature examining textbook use, studies relating specifically to marketing textbooks are sparse. This article seeks to explore how…

The comparative higher education course offered at the State University of New York at Buffalo is briefly described, and a course schedule is presented, including required and recommended readings for each topic. The course is intended to provide a broad cross-cultural perspective and considers the growth and development of universities in Europe,…