Witthayaphat managing director Sathit U-ruwongwanich said the strategy involved direct marketing to lecturers, which is an area that the current network cannot cover.

In addition, Krungthai Card will offer attractive instalments under the Flexi package, with zero interest for up to six months.

Sathit said the textbook market upcountry had very strong growth potential, especially in provinces with universities.

"We're focusing on the lecturer market because this is a promising area, and the lecturers will recommend the textbooks to their students. They will collect big orders from their students and then be eligible for discounts.

"In practice, lecturers cannot collect the money from their students on time, causing the lecturers to be financially affected. The joint promotion with Krungthai Card will solve the problem without additional expenses," said Sathit.

Meanwhile, Pongsak Sarutipakorn, executive vice president for merchant acquisition at Krungthai Card, said the textbook market upcountry had been growing strongly and that this cooperation would directly benefit members.

"We're also pleased to be part of a campaign to develop students' perspective and knowledge. This particular package has attractive offers that will be of great value to students," Pongsak said.

Sathit said it would be an opportunity for lecturers who are planning to have their own textbooks published.

He said although the economy was not favourable now, the textbook market had a strong growth rate each year, about 5 to 10 per cent, and that Witthayaphat enjoyed annual growth of more than 10 per cent.

The Nation