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dc.contributor.authorHerman, R.
dc.date.accessioned2010-01-20T08:55:27Z
dc.date.available2010-01-20T08:55:27Z
dc.date.issued2003
dc.identifier.citationHerman , R 2003 , ' An exercise in early modern Branding ' , Journal of Marketing Management , vol. 19 , no. 7/8 , pp. 709-727 . https://doi.org/10.1362/026725703322498073
dc.identifier.issn0267-257X
dc.identifier.otherPURE: 120773
dc.identifier.otherPURE UUID: 4f1c6029-5c58-4e54-9474-c52f718f495d
dc.identifier.otherdspace: 2299/4171
dc.identifier.urihttp://hdl.handle.net/2299/4171
dc.description“Author Posting © Westburn Publishers Ltd, 2003. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Marketing Management 19 (7/8) pp.709-727 doi: 10.1362/026725703322498073 ”
dc.description.abstractThis 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.en
dc.language.isoeng
dc.relation.ispartofJournal of Marketing Management
dc.rightsOpen
dc.titleAn exercise in early modern Brandingen
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.description.statusPeer reviewed
dcterms.dateAccepted2003
rioxxterms.versionofrecordhttps://doi.org/10.1362/026725703322498073
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue
herts.rights.accesstypeOpen


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