LEADER 02579nam 2200505z- 450 001 9910476884903321 005 20240730152720.0 035 $a(CKB)5470000000567108 035 $a(oapen)https://directory.doabooks.org/handle/20.500.12854/68168 035 $a(EXLCZ)995470000000567108 100 $a20202104d2021 |y 0 101 0 $aeng 135 $aurmn|---annan 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBranding Books Across the Ages$eStrategies and Key Concepts in Literary Branding 210 $cAmsterdam University Press$d2021 215 $a1 electronic resource (425 p.) 311 $a94-6372-391-9 330 $aAs 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. 517 $aBranding Books Across the Ages 606 $aBelgium$2bicssc 606 $aNetherlands$2bicssc 606 $aModern period, c 1500 onwards$2bicssc 606 $aLiterature: history & criticism$2bicssc 606 $aSales & marketing$2bicssc 610 $aBranding, Literary Studies, Literary Institutions, Translation Studies, Reception Studies 615 7$aBelgium 615 7$aNetherlands 615 7$aModern period, c 1500 onwards 615 7$aLiterature: history & criticism 615 7$aSales & marketing 700 $avan den Braber$b Helleke$4edt$01327337 702 $aDera$b Jeroen$4edt 702 $aJoosten$b Jos$4edt 702 $aSteenmeijer$b Maarten$4edt 702 $avan den Braber$b Helleke$4oth 702 $aDera$b Jeroen$4oth 702 $aJoosten$b Jos$4oth 702 $aSteenmeijer$b Maarten$4oth 906 $aBOOK 912 $a9910476884903321 996 $aBranding Books Across the Ages$93037912 997 $aUNINA