A key aspect when writing a textbook is to know your audience. This may mean conducting formal or informal marketing research. Formal marketing research may mean designing a questionnaire; informal research may mean asking students and lecturers questions face-to-face so that you understand what they want from a textbook in a given area. This does not mean you should not use your own judgement. Rather you need to blend your ideas with those that stem from the market.

In my experience, some general points that students and academics are looking for are easy to read and yet rigorous textbooks. The writer should always try to explain concepts and tools simply and clearly. Real-life examples make the points vivid and allow the reader greater understanding of concepts and principles.

Undertaking the writing of a textbook can be a very worthwhile and challenging task. Remember that although the biggest input will be creating the first edition, the writer has to be aware that considerable time will be needed to update the text for future editions. Before embarking on authorship, be clear in your mind that you wish to make a long-term investment in the project.

The Editorial team at McGraw-Hill is outstanding! Their market knowledge and expertise in publishing processes will yield an excellent return on your time investment.

David Jobber
Author of Principles & Practice of Marketing, 4/e (November 2003)