The use of branding by trade publishers: An investigation into marketing the book as a brand name product

Publishing Research Quarterly

Volumn 15, Issue 4, 1999, Pages 3-13

  Royle, Jo ^b   Cooper, Louise ^b   Stockdale, Rosemary ^a  

^a ROBERT GORDON UNIVERSITY   (United Kingdom)

^b NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33644621881     PISSN: 10538801     EISSN: 19364792     Source Type: Journal    
DOI: 10.1007/s12109-999-0031-1     Document Type: Article

References (18)

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4. Burbeck, R. (1992): "A Better Way of Book Marketing." Publishing News 20 March, 1992.
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6. Charkin, R. (1998). "Publishing Now." In: Publishing Now, Ed. Owen, P. London: Peter Owen Publishers.
7. Clark Luisa. (1998). Marketing Department. Dorling Kindersley: London. Interview June, 1998
8. de Bellaguie, E. (1998). "Final Days: The Sell Out." The Bookseller. 5 June, 1998.
9. Dessauer, J.P. (1993). Book Publishing, The Basic Introduction. New York: The Continuum Publishing Company.
10. Fishwick, J. (1998). An Investigation Into Visual Marketing Techniques Used by Publishers of "Quality" Fiction. Robert Gordon University.
11. Graham, J. (1993). "Publicity." In: Publishing Now." Ed. Owen, P. London: Peter Owen Publishers.
12. Grimbly, Nicky. (1998). Marketing Department. Dorling Kindersley: London. Interview, June, 1998.
13. Hannah, Abigail. (1998). Marketing Department. Penguin: London. Interview, July, 1998.
14. Laczynska, L. (1997). "Do Judge a Book by Its Cover." The Bookseller. 14 March, 1997.
15. Mulligan, G. (1998). "Promoting the Captain." The Bookseller 29 May, 1998.
16. Waterstone, T. (1993). "Bookselling in Britain and the United States." In: Publishing Now, Ed. Owen, P. London: Peter Owen Publishers.
17. Welham, A. (1993). "The New Marketing Challenge." The Bookseller. 25 June, 1993.
18. Williams, K.C. (1988). Behavioural Aspects of Marketing. London: Heinemann Professional Publishing Ltd.