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

Focusing on the scholarly publishing industry's growth in the U.S. from 1939 to 1946, the book examines how publishers adapted to the war economy and leveraged marketing strategies to foster demand for scholarly works. It highlights the impact of the atomic threat on research, the anticipation of the GI Bill's effects on higher education, and the creation of strategic business units. The resulting brand loyalty and innovative marketing approaches significantly accelerated the industry's expansion during this pivotal period, making it a valuable resource for business historians and marketing scholars.