i am working on a marketing discussion question and need an explanation to help me learn.

You
are in charge of launching a new marketing textbook for an overview
course in marketing geared towards US MBA students. Defend why MBA
Student is your primary segment you would target and not the professor
or the universities.

Defend the case why student should be the
primary target in book launch: (While the students are the ones
purchasing the book, they really have little choice in the book that is
selected, that decision is made by the professor of the course. The
choice the students are making is to buy the book (new or used) or to
rent it. Perhaps there could be some marketing resources used to
demonstrate why students would want to buy the book and use it as a
resource even after the class is done. That may make sense, but I think
the focus of the resources should be applied to targeting the professors
who will be selecting the course materials.)

Give at least two references (2018-2020)