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BestsellerE-book

Title Branding books across the ages : strategies and key concepts in literary branding / edited by Helleke van den Braber, Jeroen Dera, Jos Joosten and Maarten Steenmeijer.

Publication Info. Amsterdam : Amsterdam University Press, [2021]

Item Status

Description 1 online resource
Physical Medium polychrome
Description text file
Bibliography Includes bibliographical references and index.
Summary As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.
Local Note JSTOR Books at JSTOR Open Access
Subject Books -- Marketing -- History.
Books -- Marketing.
History.
Branding (Marketing) -- History.
Branding (Marketing)
Publishers and publishing -- History.
Publishers and publishing.
Genre/Form Electronic books.
Added Author Braber, Helleke van den, 1970- editor.
Dera, Jeroen, editor.
Joosten, Jos, editor.
Steenmeijer, Maarten, editor.
Other Form: Print version: Branding books across the ages. Strategies and key concepts in literary branding. Amsterdam : Amsterdam University Press 2021 9789463723916 (OCoLC)1225907982
ISBN 9789048544400 (electronic book)
9048544408 (electronic book)
9789463723916
9463723919