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)
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