In the spring of 2008, Noel Capon, R.C. Kopf Professor of International Marketing at Columbia Business School, was considering ways to broaden the audience for his textbook. After experiencing lackluster support from traditional publishers, Capon had opted to self-publish his textbook, "Managing Marketing in the 21st Century." While the typical textbook cost $100 or more, Capon priced his product at just under $50. Demand nonetheless remained sluggish and Capon was interested in reviewing his strategy. In this case students examine Capon's marketing plan and the dynamics of academic publishing to consider an alternative approach.

Case id: 080510