مقاربة تسويقية أخلاقية لمعايير اعتماد الكتب في الخطط الدراسية للجامعات الأردنية

Abstract EN

The present study aimed at identifying the extent of the existence of marketing approaching ethics for the standards of textbooks accreditation in Jordanian universities'.

the sample consisted of (232) staff members.

the descriptive, analytical, and (t-test) were used for the dual comparisons in testing the hypotheses.

results showed that there was marketing approaching in the four standards (the general in textbooks marketing, the standards related to the responsibilities of publishers "textbooks distributors, the standards related to the rights and responsibilities of textbooks exchange concerned parties, the standards related to marketing mix factors) for the accredited textbooks in Jordanian universities study plans.

moreover, means showed that there was a medial level of agreement on the questions related to each standard of the above mentioned ones.

in light of the findings, the study recommended that special emphasis should be given to commitment of publishers "textbooks distributors" by the general standards of textbooks marketing.

in addition, publishers and those who are concerned in textbooks accreditation in Jordanian universities should take care of standards related to the rights and responsibilities of the concerned parties in textbooks exchange process.