Reading Well and Being Well Read: A Study on the Combined Use of Textbooks and Trade Articles in Marketing Courses
Andrew B. Artis, David E. Fleming

Abstract
Reading is a primary source of adult learning, both during and after college. Marketing educators can have a profound effect on their students by helping them to read well and to be well read within the marketing domain. A quasi-experimental design is used to compare the use of textbooks to the use of practitioner articles by students in junior-level marketing courses. Findings suggest that college students enrolled in marketing courses are served best when instructors use a combination of different reading materials written for education and practice. Surprisingly, the effect of using both types of literature results in a multiplicative, rather than an additive, increase in students’ reading skills.

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