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Branding Books Across the Ages
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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 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.
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Keywords
- Belgium
- Business & management
- Economics, finance, business & management
- Europe
- Geographical Qualifiers
- Literature & literary studies
- Literature: history & criticism
- Modern period, c 1500 onwards
- Netherlands
- Sales & marketing
- thema EDItEUR::1 Place qualifiers::1D Europe::1DD Western Europe::1DDB Belgium
- thema EDItEUR::1 Place qualifiers::1D Europe::1DD Western Europe::1DDN Netherlands
- thema EDItEUR::3 Time period qualifiers::3M c 1500 onwards to present day
- thema EDItEUR::D Biography, Literature and Literary studies::D Biography, Literature and Literary studies::DS Literature: history and criticism
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing
- Time periods qualifiers
- Western Continental Europe
Links
DOI: 10.5117/9789463723916Editions