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Marketing Literature
 
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Marketing Literature
The Making of Contemporary Writing in Britain
 
 
Palgrave Macmillan
 
 
 
 
 
11 Oct 2007
|
£66.00
|Hardback Print on Demand
  
9781403997739
||
 
 
21 Aug 2009
|
£19.99
|Paperback In Stock
  
9780230228474
||
 
 
eBooks ebook on Palgrave Connect ebook available via library subscriptions ebook on ebooks.com 
 
 


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DescriptionReviewsContentsAuthors

Marketing Literature is a timely, original and important study of the publishing of contemporary writing in Britain. It analyses the changing social, economic and cultural environment of the publishing industry in the 1990s-2000s, and investigates its impact on genre, format, packaging, authorship and reading. This innovative work includes case studies of Helen Fielding's Bridget Jones's Diary, Louis de Bernières's Captain Corelli's Mandolin, Philip Pullman's His Dark Materials and David Mitchell's Cloud Atlas, and significantly extends our understanding of the circulation of literary fiction in a period of notable change. A must for all students of publishing history and contemporary writing, and for all those interested in finding out more about the success of their favourite books.


Description

Marketing Literature is a timely, original and important study of the publishing of contemporary writing in Britain. It analyses the changing social, economic and cultural environment of the publishing industry in the 1990s-2000s, and investigates its impact on genre, format, packaging, authorship and reading. This innovative work includes case studies of Helen Fielding's Bridget Jones's Diary, Louis de Bernières's Captain Corelli's Mandolin, Philip Pullman's His Dark Materials and David Mitchell's Cloud Atlas, and significantly extends our understanding of the circulation of literary fiction in a period of notable change. A must for all students of publishing history and contemporary writing, and for all those interested in finding out more about the success of their favourite books.


Reviews



'...accessible, yet scholarly...set to become the leading textbook for a new generation of scholars interested in the history of the book.' - Claire Chambers, THE
 
'Claire Squires has written a fine work on contemporary UK publishing and marketing. Her clear, superbly engaging analyses of the histories behind recent best-sellers adds immeasurably to our understanding of contemporary publishing structures and book promotion activity. It deserves to be required reading for those keen on learning how books and authors make their way through today's complex literary marketplace.' - David Finkelstein, Research Professor of Media and Print Culture, Queen Margaret University, Edinburgh

'A timely, thoughtful, brilliantly researched and extremely clearly written account of the importance of marketing within contemporary publishing. Utilising a breathtaking variety of oral and written sources, Squires displays invaluable knowledge of and insight into the sometimes byzantine publication strategy of the trade publishing industry. If it is true that the quality most sought after in a publisher is hindsight then this book can help provide all those connected with or interested in contemporary literary fiction with a sense of this very precious resource.' - Peter Straus, literary agent

'Claire Squires's Marketing Literature should, of course, be required reading for everyone who works in publishing, but it's much better than that. It is also a nimble and deeply well-informed guide to the key cultural issue of our time: how do we tell the good from the merely successful?' - John Mitchinson, Director, Quite Interesting Ltd

''Marketing does not simply sell books, it constitutes their meaning' argues Claire Squires, who brilliantly demonstrates how this complex process operates by focusing on bestsellers such as Zadie Smith's White Teeth, Philip Pullman's His Dark Materials and Helen Fielding's Bridget Jones's Diary to illuminate contemporary practices of writing, publishing and reading. This is an informed, thought-provoking and immensely satisfying book that will be essential reading for everyone who is concerned with literature in Britain today.'- Juliet Gardiner, author and historian

'Enlightening and thought-provoking. Squires presents complex ideas with clarity, intelligence and a refreshingly wry humour. This topical book deserves a wide readership and is relevant to anyone who has an interest in literary fiction.' The Bookseller

 
'...lively and meticulously researched monograph...an accessible yet scholarly account of modern publishing structures...Marketing Literature seems set to become the leading text-book for a generation interested in the history of the book.'  Times Higher Education


Contents

Preface
Introduction
PART ONE: MARKETING LITERATURE: CONTEXTS AND THEORY
Publishing Contexts and Market Conditions
Literature and Marketing
Genre and the Marketplace
PART TWO: PUBLISHING HISTORIES
Icons and Phenomenons
Marketing Stories
Crossovers
Conclusion: Writing Beyond Marketing
Appendix
Notes
Bibliography
Index


Authors

CLAIRE SQUIRES is Professor of Publishing Studies and Director of the Stirling Centre for International Publishing and Communication at the University of Stirling, UK. Her previous books include Philip Pullman, Master Storyteller: A Guide to the Worlds of His Dark Materials (2007) and she is co-Volume editor of the Cambridge History of the Book in Britain Volume 7: The Twentieth Century and Beyond (2013). She previously worked at Hodder Headline publishers.