TY  - GEN
AU  - van den Braber,Helleke
AU  - Dera,Jeroen
AU  - Joosten,Jos
AU  - Steenmeijer,Maarten
AU  - van den Braber,Helleke
AU  - Dera,Jeroen
AU  - Joosten,Jos
AU  - Steenmeijer,Maarten
TI  - Branding Books Across the Ages : Strategies and Key Concepts in Literary Branding
SN  - 9789463723916
PY  - 2021///
PB  - Amsterdam University Press
KW  - Belgium
KW  - bicssc
KW  - Netherlands
KW  - Modern period, c 1500 onwards
KW  - Literature: history & criticism
KW  - Sales & marketing
KW  - Branding, Literary Studies, Literary Institutions, Translation Studies, Reception Studies
N1  - Open Access
N2  - 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
UR  - https://library.oapen.org/bitstream/20.500.12657/48378/1/9789048544400.pdf
UR  - https://directory.doabooks.org/handle/20.500.12854/68168
ER  -