Branding in practice, or how an Amsterdam publisher used the city to promote Gerbrand Bredero (1585–1618)
Bibliographic Data
| ID | 12275960 |
|---|---|
| Authors | Jeroen Jansen (0000-0002-6002-4552, Vrije Universiteit Amsterdam, corresponding author) |
| Year | 2021 |
| Volume | 49 |
| Issue | 2 |
| Pages | 265-287 |
| Publication date | 2021-01-26 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Urban History (JOURNAL) |
| Journal identifiers | ISSN: 0963-9268 • E-ISSN: 1469-8706 |
| Publisher | Cambridge University Press (CUP) (PUBLISHER) |
| DOI | 10.1017/s0963926820001030 |
| OpenAlex | W3121475397 |
| Language | EN |
| Citations received | 1 |
| References cited | 11 |
This article explores how the publisher Cornelis vander Plasse managed to promote the literary career of the Dutch playwright Gerbrand Bredero (1585–1618) by using Amsterdam as a place. It is concerned with the way in which this Amsterdam-based publisher took decisions both to comply with Bredero's work and to derive maximum benefit from its publication. One of his strategies was to deploy the city as a recognizable trademark to Bredero's work. By using the advantages that the ‘place’ of Amsterdam offered him, he proved himself an expert in marketing and advertising, laying the foundation of Bredero's reputation as both an Amsterdam-based and national author in the centuries to follow
Advertising · Business · Economics · Foundation (evidence · Management · Political science · Reputation · Sociology · Trademark · Work (physics · Engineering · Financial Crisis of the 21st Century · Historical Art and Culture Studies · Law · Scottish History and National Identity
| Citations per year | 0.33 |
|---|---|
| Citation span | 2023 - 2023 (1) |
| Highly cited | No |