De uitgeversrol in het succes van een Nederlandstalig literair auteur

Publishers’ marketing strategies in exploiting literary oeuvres. The case of the Dutch author Arthur van Schendel (1874-1946) In two ways, publishers of Dutch literature were keen to promote the body of work of their prolific writers. On the one hand they tried to reach as broad as possible an audience for individual book titles, on the other they aimed to build a solid reputation for the writers on their lists. This paper looks into the publishers’ marketing strategies and maps the extent to which the publishers had room for influencing the literary reputations of their authors. It focuses on the work of Arthur van Schendel (1874-1946) whose books were published for the most part by the Amsterdam-based publishing company of Meulenhoff.