Marketing and Communication in Higher Education: Marketing and Communications Challenges and Opportunities

Greco, Albert N.

 This book explores the recent history and future directions of scholarly publishing in the humanities in the United States from a marketing and communications perspective. The study draws on statistical surveys and data from a multidude of sources in order to analyze the major challenges confronting the humanities in higher education as well as the opportunities for print and digital publication since 2000. Chapters cover all types of publishing from university to trade presses, libraries, national programs, and self publishing, and focuses on changes in higher education funding, the impact of disruptive technologies such as AI, and the importance of global markets in disseminating new research in the humanities. The author explores these trends and other relevant theories, practices, and examples to achieve a better understanding of why publishing scholarly books and journals in the humanities is, and will remain, a critically important yet complicated component of the higher education landscape.

Details

Published by: Palgrave Macmillan

Publication Date: 2025-08-18

Format: Paperback

ISBN-13: 9783031661723

DOI: 10.1007/978-3-031-66170-9

Dimensions: 210cm x148cm

Pages: 179