Keywords

bookstore, textbook sellback, students' motivation

Abstract

Our marketing group conducted a research project for the BYU Bookstore to help the company develop a strategy to improve the Textbook Sellback program. After meeting with Tom Hirtzel, the manager of textbook operations for the BYU Bookstore, we determined the basic objectives of the project to be: To understand students' motivation in textbook sellback, To make recommendations of how to increase the number of textbooks sold back to the BYU Bookstore, To gather marketing information on the benefits of having remote locations to sell back textbooks around BYU campus. Marketing research team is comprised of David Clive, Daniel Harris, Megan Hopkins, and Wade Whiting.

Description

This is a collection of marketing research case studies of local companies prepared by BYU graduate students.