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| Author: | Herman, R. |
| Title: | An exercise in early modern branding |
| Journal: | Journal of Marketing Management
2003 : VOL 19:7-8, p. 709-727 |
| Index terms: | BRANDS BOOK TRADE CREATIVITY HISTORY MARKETING |
| Language: | eng |
| Abstract: | In this article is examined the marketing of an author through the integration of their persona. As an example is used a woman writer who developed a genre of scandal fiction. This writer is contextualised by giving some indication of the prevalent market conditions and author´s motivation in differentiating among competitors. |
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