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Global text project : new horizons in textbook marketing

Pitt, Leyland, Nel, Deon, van Heerden, Gene and Chan, Anthony 2009, Global text project : new horizons in textbook marketing, Marketing intelligence and planning, vol. 27, no. 3, pp. 297-307, doi: 10.1108/02634500910955218.

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Title Global text project : new horizons in textbook marketing
Author(s) Pitt, Leyland
Nel, Deon
van Heerden, Gene
Chan, Anthony
Journal name Marketing intelligence and planning
Volume number 27
Issue number 3
Start page 297
End page 307
Publisher Emerald Goup Publishing Ltd
Place of publication Bingley, England
Publication date 2009
ISSN 0263-4503
1758-8049
Summary Purpose: The purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created within the open source movement.

Design/methodology/approach: A case study was used to illustrate some of the most pertinent and interesting developments in the field of marketing, alluding to the open source environment. A Wikibook was created in collaboration with all the participants of a graduate course and the development of this offering initiated a project called the GTP.

Findings: The open source movement has created new ways of thinking and acting. The contributions, modifications and improvements by all users to the original product provide a platform of continuous improvement and development.

Originality/value: The value of the paper lies in the lessons and challenges learnt from the case especially by those managing the GTP.
Language eng
DOI 10.1108/02634500910955218
Field of Research 150501 Consumer-Oriented Product or Service Development
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2009, Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30024953

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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Created: Tue, 09 Mar 2010, 13:26:31 EST by Katrina Fleming

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