Branding books across the ages : strategies and key concepts in literary branding /

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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...

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Bibliographic Details
Call Number:Libro Electrónico
Other Authors: Braber, Helleke van den, 1970- (Editor), Dera, Jeroen (Editor), Joosten, Jos (Editor), Steenmeijer, Maarten (Editor)
Format: Electronic eBook
Language:Inglés
Published: Amsterdam : Amsterdam University Press, [2021]
Subjects:
Books > Marketing > History.
Branding (Marketing) > History.
Publishers and publishing > History.
Stratégie de marque > Histoire.
Literature: history and criticism.
Sales and marketing.
Literary Criticism > Modern.
Business & Economics > Marketing.
Literary Criticism > European.
Books > Marketing.
Branding (Marketing)
Publishers and publishing.
Branding, Literary Studies, Literary Institutions, Translation Studies, Reception Studies
Electronic books.
History.
Online Access:Texto completo
Table of Contents:
  • Frontmatter
  • Table of Contents
  • Introduction
  • Cultural Branding in the Early Modern Period
  • Telling a Double Story
  • A Hero and His History
  • From Immorality to Immortality
  • Allegories of Branding
  • Branding or Excluding?
  • Hugo Claus
  • One Book's Brand is Another Book's Frame
  • 'The Most Successful Writer of the Netherlands'
  • Young Adults as Branded Readers
  • Of Dust and Dollars
  • 'This Is What We Share'
  • The One Unforgivable Transgression?
  • Branding the Open-minded Nation
  • Against the Grain
  • In Search of the Most Effective Way of Branding
  • Index of Names

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