This book analyzes the dynamic growth of the scholarly publishing industry in the United States
during 1939-1946 a critical period in the business history of scholarly publications in STM
and the humanities and the social sciences. It explains how the key publishing players
positioned themselves to take advantage of the war economy and how they used different business
and marketing strategies to create the market and demand for scholarly publications. Not only
did the atomic threat necessitate a surge in scholarly research but at the same time scholarly
publishing managers prepared for the dramatic shift by anticipating the potential impact of the
GI Bill on higher education creating superb printed products and by becoming the brand the
source of knowledge and information. The creation of strategic business units and value chains
as well as the development of marketing targeting strategies resulted in brand loyalty to
certain publishers and publications but also accelerated the growth of the US scholarly
publishing industry. Business historians and marketing professors interested in the business
strategies of scholarly publishers during World War II will find this book to be a valuable
resource.
