An exercise in early modern Branding

“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 ”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.Peer reviewe