(Book project; Jana Baumgartner, Vincent Kaufmann, Anna Pirhofer, Sophie Rudolph; published in 2015)
This project systematically and comprehensively explores the social, cultural and technological requirements for marketing in the book industry. Based on new trends, the study plans to examine the relevant focuses in the following areas: The author as brand, book marketing on television, internet advertising (in particular through social media), film adaptations of literary works as a form of marketing.