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The growth of the scholarly publishi...

Greco, Albert N.

The growth of the scholarly publishing industry in the U.S.a business history of a changing marketplace, 1939-1946 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The growth of the scholarly publishing industry in the U.S.by Albert N. Greco.
Reminder of title:	a business history of a changing marketplace, 1939-1946 /
Author:	Greco, Albert N.
Published:	Cham :Springer International Publishing :2019.
Description:	xvi, 100 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Scholarly publishingHistory20th century.United States
Online resource:	https://doi.org/10.1007/978-3-319-99549-6
ISBN:	9783319995496$q(electronic bk.)

The growth of the scholarly publishing industry in the U.S.a business history of a changing marketplace, 1939-1946 /
Greco, Albert N.

The growth of the scholarly publishing industry in the U.S.a business history of a changing marketplace, 1939-1946 /[electronic resource] :by Albert N. Greco. - Cham :Springer International Publishing :2019. - xvi, 100 p. :ill., digital ;24 cm.

1. Introduction to Scholarly Journal and Book Publishing Industry in the U.S. -- 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.

This book analyzes the dynamic growth of the U.S. 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.

ISBN: 9783319995496$q(electronic bk.)

Standard No.: 10.1007/978-3-319-99549-6doiSubjects--Topical Terms:

834192
Scholarly publishing
--History--United States--20th century.

LC Class. No.: Z286.S37 / G743 2019

Dewey Class. No.: 070.50973

The growth of the scholarly publishing industry in the U.S.a business history of a changing marketplace, 1939-1946 /
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505 0 $a 1. Introduction to Scholarly Journal and Book Publishing Industry in the U.S. -- 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.
520 $a This book analyzes the dynamic growth of the U.S. 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.
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