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dc.contributor.editorvan den Braber, Helleke
dc.contributor.editorDera, Jeroen
dc.contributor.editorJoosten, Jos
dc.contributor.editorSteenmeijer, Maarten
dc.description.abstractAs 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.en_US
dc.subject.classificationbic Book Industry Communication::1 Geographical Qualifiers::1D Europe::1DD Western Continental Europe::1DDB Belgiumen_US
dc.subject.classificationbic Book Industry Communication::1 Geographical Qualifiers::1D Europe::1DD Western Continental Europe::1DDN Netherlandsen_US
dc.subject.classificationbic Book Industry Communication::3 Time periods qualifiers::3J Modern period, c 1500 onwardsen_US
dc.subject.classificationbic Book Industry Communication::D Literature & literary studies::DS Literature: history & criticismen_US
dc.subject.classificationbic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketingen_US
dc.subject.otherBranding, Literary Studies, Literary Institutions, Translation Studies, Reception Studiesen_US
dc.titleBranding Books Across the Agesen_US
dc.title.alternativeStrategies and Key Concepts in Literary Brandingen_US
virtual.oapen_relation_isPublishedBy.publisher_nameAmsterdam University Press

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