Division: Literature & Languages
Transnational Scottish Book Publishing to a Diasporic Audience, 1995-2015
My thesis analyses the transnational marketing strategies of Scottish publishing companies. The book industry in Scotland is primarily composed of small, independent publishing houses, many of which sell books that are Scottish interest. These books may be set in Scotland, contain elements of Scottish themes such as Scottish history or mythology, or be written by Scottish authors. This thesis investigates what makes a book “Scottish”, if and why Scottish books appeal to certain transnational markets and how small Scottish publishers can focus marketing strategies to reach these audiences.
International marketing, small business marketing, Scottish diaspora history, Scottish book history, niche publishing, marketing, rights and export