The Growth of the Scholarly Publishing Industry in the U.S.

A Business History of a Changing Marketplace, 1939–1946

Albert N. Greco (Autor)

Buch | Softcover

XVI, 100 Seiten

2018 | Softcover reprint of the original 1st ed. 2019
Springer International Publishing (Verlag)
9783030076092 (ISBN)

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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.

Albert N. Greco is Professor of Marketing at the Gabelli School of Business at Fordham University, USA. He has authored or edited 25 books, mostly in relation to the book and scholarly journal industries, though he has also written extensively on the newspaper, magazine, information, and radio sectors.

1 Introduction to Scholarly Journal and Book Publishing in the U.S. State of Scholarly Publishing Today

2 The Impact of the Depression and Nuclear Research on Universities, Research, and Scholarly Publishing: 1929-1941

3 The Impact of World War II on American Society and Scholarly Publishing: December 7, 1941-1942

4 The War and Its Impact on Research: 1943-1945

5 1946: A Turning Point in the Growth of Scholarly Publishing

Erscheint lt. Verlag	14.12.2018
Zusatzinfo	XVI, 100 p.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Gewicht	163 g
Themenwelt	Sozialwissenschaften ► Kommunikation / Medien ► Buchhandel / Bibliothekswesen
	Technik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Business history • Comparative and Differential Advantage • History of Scientific Publishing • HSS • Humanities and Social Science Publishing History • publishing history • scholarly publishing • STM
ISBN-13	9783030076092 / 9783030076092
Zustand	Neuware