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Branding Books Across the Ages : Strategies and Key Concepts in Literary Branding
https://creativecommons.org/licenses/by-nc-nd/4.0/legalcode ;ISBN: 9789048544400 ;ISBN: 9048544408 ;ISBN: 9463723919 ;ISBN: 9789463723916 ;DOI: 10.5117/9789463723916
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Title:
Branding Books Across the Ages : Strategies and Key Concepts in Literary Branding
Author:
Dera, Jeroen
;
van den Braber, Helleke
;
Joosten, Jos
;
Steenmeijer, Maarten
;
Dera, Jeroen
;
Van den Braber, Helleke
;
Joosten, Jos
;
Steenmeijer, Maarten
Subjects:
Belgium
;
Biography, Literature and Literary studies
;
Book Industry Communication
;
Branding
;
Business & Economics
;
Business & management
;
Business and Management
;
c 1500 onwards to present day
;
Economics, finance, business & management
;
Economics, Finance, Business and Management
;
Europe
;
European
;
General management
;
Geographical Qualifiers
;
Literary Criticism
;
Literary Institutions
;
Literary Studies
;
Literature & literary studies
;
Literature: history & criticism
;
Literature: history and criticism
;
Marketing
;
Modern
;
Modern period, c 1500 onwards
;
Netherlands
;
Place qualifiers
;
Reception Studies
;
Sales & marketing
;
Sales and marketing
;
thema EDItEUR
;
Time period qualifiers
;
Time periods qualifiers
;
Translation Studies
;
Western Continental Europe
;
Western Europe
Description:
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.
Publisher:
Netherlands: Amsterdam University Press
Creation Date:
2021
Format:
425
Language:
English
Identifier:
ISBN: 9789048544400
ISBN: 9048544408
ISBN: 9463723919
ISBN: 9789463723916
DOI: 10.5117/9789463723916
Source:
De Gruyter Open Access Books
OAPEN
DOAB: Directory of Open Access Books
JSTOR eBooks: Open Access
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