On the Oklahoma State University campus the “custom” edition of Zikmund Marketing sold for $105. The book is the same as the 7th edition with the exception of a different cover and the addition of a letter discussing the 2002 death of Dr. Zikmund, a professor at OSU for more than 30 years. As a result of this customization, students paid for new books costing $105 instead of having the option to buy used texts costing $73.

In addition, the students selling the 7th edition last term received nothing for their used book at the end of the term, as it was deemed an old edition. They lost $36 per book because the new edition had a new cover and a letter about the author.