Conclusion Writing Beyond Marketing

  • Claire Squires


Through its concentration on marketing as an act of representation, Marketing Literature has explored the processes that occur within the literary marketplace. These acts of marketing have — as this book has argued — been the making of contemporary writing, constructing the meaning of literature, representing it in the marketplace and influencing its reception. This exploration has been carried out by conscripting the communications circuit and marketing communications theory, and analysing the negotiation of cultural, economic and journalistic capital. The series of case studies in Part II demonstrate this fusion most fully, and in the case studies’ construction of the varying relationships between author, book and reader, and of the broader narratives of publishing history, they indicate the pre-eminent role of marketing in the making of literary fiction. It also confirms the inherent narratability of publishing history noted in the Introduction. This storytelling tendency is evident in the extremes of both the ‘lament school’ and the cultural optimists, and is intensified by the economic contexts of the 1990s and 2000s: the conglomeration of the publishing industry, the vast market share of a tiny handful of companies, and the money made available for advances and marketing. Publishing history and polemics are never far apart.


Publishing Industry Private Tutor Publishing History Daily Telegraph Literary Fiction 
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© Claire Squires 2007

Authors and Affiliations

  • Claire Squires

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