University of Hertfordshire Research Archive

        JavaScript is disabled for your browser. Some features of this site may not work without it.

        Browse

        All of UHRABy Issue DateAuthorsTitlesThis CollectionBy Issue DateAuthorsTitles

        Arkivum Files

        My Downloads
        View Item 
        • UHRA Home
        • University of Hertfordshire
        • Research publications
        • View Item
        • UHRA Home
        • University of Hertfordshire
        • Research publications
        • View Item

        An exercise in early modern Branding

        View/Open
        100860.pdf (PDF, 200Kb)
        Author
        Herman, R.
        Attention
        2299/4171
        Abstract
        This article examines the marketing of an author through the integration of their persona into their text to form a brand that can then be purchased by the consuming reader with confidence. Thus a reader chooses a book by a writer known for a particular genre following the same instincts that might prompt them to choose a successful brand. The example used is an early modern woman writer, who developed a genre of scandal fiction that became synonymous with her. The article contextualises the writer giving some indication of the prevalent market conditions and her motivation in differentiating herself from her competitors.
        Publication date
        2003
        Published in
        Journal of Marketing Management
        Published version
        https://doi.org/10.1362/026725703322498073
        Other links
        http://hdl.handle.net/2299/4171
        Metadata
        Show full item record
        Keep in touch

        © 2019 University of Hertfordshire

        I want to...

        • Apply for a course
        • Download a Prospectus
        • Find a job at the University
        • Make a complaint
        • Contact the Press Office

        Go to...

        • Accommodation booking
        • Your student record
        • Bayfordbury
        • KASPAR
        • UH Arts

        The small print

        • Terms of use
        • Privacy and cookies
        • Criminal Finances Act 2017
        • Modern Slavery Act 2015
        • Sitemap

        Find/Contact us

        • T: +44 (0)1707 284000
        • E: ask@herts.ac.uk
        • Where to find us
        • Parking
        • hr
        • qaa
        • stonewall
        • AMBA
        • ECU Race Charter
        • disability confident
        • AthenaSwan