Amsterdam University Press

Branding Books Across the Ages

Strategies and Key Concepts in Literary Branding

De onderstaande tekst is niet beschikbaar in het Nederlands en wordt in het Engels weergegeven.
For many, literature and marketing are considered opposite phenomena. This book discusses cases in which the two are closely connected. It argues that literature is subject to the same mechanisms as other commercial products: our experience of literary texts is prefigured by brands, trademarks that identify a product and differentiate it from its competitors. From the early modern period onwards, literary authors and their texts are constantly ‘branded’ and have been both the object and the trailblazer of a complex marketing process. The authors of this volume analyze this branding process throughout the centuries, focusing on 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, Branding Books Across the Ages seeks to show how literary scholars understand branding – a phenomenon that has long been intertwined with literature.
€ 129,00
+ Bestel dit boek
Redacteurs

Helleke van den Braber

Helleke van den Braber holds an endowed chair in Patronage Studies at Utrecht University (the Netherlands), and is director of studies of the Department of Literary and Cultural Studies at Radboud University (Nijmegen, the Netherlands), where she coordinates MA programmes in ‘Cultural Policy and Patronage’ and ‘Creative Industries’.

Jeroen Dera

Dr Jeroen Dera / Radboud University, Nijmegen / Sprekend kritiek: literatuurprogramma's in de vroege jaren van de Nederlandse radio en televisie. Hilversum: Verloren, 2017.

Jos Joosten

145136

Maarten Steenmeijer

Maarten Steenmeijer is Emeritus Professor of Modern Spanish and Spanish American Literature and Culture at Radboud University, and specializes in reception and translation studies.