An exercise in early modern Branding

R. Herman

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    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.
    Original languageEnglish
    Pages (from-to)709-727
    JournalJournal of Marketing Management
    Issue number7/8
    Publication statusPublished - 2003


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