EAN: 9783658080594

EUROPEAN BOOK CULTURES - STEPHANIE KURSCHUS KAR...

Stephanie Kurschus analyses the idea of a common European book culture that integrates the book
market as an essential aspect and employs book promotion as balancing instrument.
Characteristics of book culture are identified  the resultant concept of book culture provides
an overview of the values and myths ascribed to the book. Furthermore  applied book promotion
measures are analyzed for their effectiveness and best practice models. Since  in a context
determined by culture and market  preservation and innovation  book promotion fulfills two
functions: it is to protect the unique national characteristics of book culture as well as to
support its continuous development. To adapt and to advance within a changing environment is
critical to the survival of book culture in the digital reality.

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