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Conclusion Writing Beyond Marketing

  • Claire Squires
Chapter
  • 145 Downloads

Abstract

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.

Keywords

Publishing Industry Private Tutor Publishing History Daily Telegraph Literary Fiction 
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Notes

  1. 2.
    Zadie Smith, ‘The Waiter’s Wife’, in Granta 67: Women and Children First, Autumn 1999, 127–42; ‘Stuart’, in The New Yorker, 27 December 1999 and 3 January 2000, 60–7.Google Scholar
  2. 11.
    Zadie Smith, The Autograph Man (London: Hamish Hamilton, 2002).Google Scholar
  3. 12.
    Robert McCrum, ‘If 1900 was Oysters and Champagne, 2000 is a Pint of Lager and a Packet of Crisps’, Observer, 24 December 2000, 19 (Review section). He refers to Hanif Kureishi, The Buddha of Suburbia (London: Faber and Faber), 1990.Google Scholar
  4. 13.
    Zadie Smith, ‘Mrs Begum’s Son and the Private Tutor’, in Martha Kelly, ed., The May Anthology of Oxford and Cambridge Short Stories 1997, selected and introduced by Jill Paton Walsh (Oxford and Cambridge: Varsity Publications Ltd and Cherwell (Oxford Student Publications Ltd), 1997), 89–113.Google Scholar
  5. 14.
    Salman Rushdie, The Satanic Verses (London: Viking, 1988).Google Scholar
  6. 21.
    Monica Ali, Brick Lane (London: Doubleday, 2003);Google Scholar
  7. Andrea Levy, Small Island (London: Review, 2004).Google Scholar

Copyright information

© Claire Squires 2007

Authors and Affiliations

  • Claire Squires

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