L’expansion internationale de Harlequin Mills & Boon : de la « Bibliothèque coloniale » au marketing dédié au lectorat indien moderne (notice n° 997722)
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| fixed length control field | 03140cam a2200325 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250125133102.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | H. Sutton, Denise |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | L’expansion internationale de Harlequin Mills & Boon : de la « Bibliothèque coloniale » au marketing dédié au lectorat indien moderne |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 56 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Cet article explore l’impact en Inde de la « Bibliothèque coloniale » de l’éditeur britannique Mills & Boon (M&B), ainsi que son adaptation aux nouveaux marchés constitués au sein de ce que l’historien des entreprises Geoffrey Jones appelle les Première et Seconde économies mondialisées. À sa création en 1908, M&B s’est lancé dans la distribution d’ouvrages de romance populaire dans les territoires colonisés, créant ainsi auprès du lectorat anglophone de ces territoires une solide image de marque qui se maintient jusqu’à nos jours. Après l’acquisition de M&B par Harlequin en 1972, le groupe Harlequin Mills & Boon (HMB) s’est appuyé sur la popularité de la marque M&B pour accroître sa présence sur le marché indien anglophone. En 2008, le groupe a ouvert un bureau local à Mumbai et proposé des romances populaires écrites par des auteurs indiens pour un lectorat indien. Les stratégies employées par HMB sur ce marché offrent un aperçu des demandes d’une nouvelle génération de lecteurs en Inde et un objet d’étude permettant de mettre au jour les caractéristiques d’une première et d’une seconde économie mondialisée. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This paper explores the impact of the British publishing firm Mills & Boon’s (M&B) early 20th-century “colonial library” in India as well as its negotiation of new markets in what business historian Geoffrey Jones describes as first and second global economies. Founded in 1908, M&B distributed popular romance novels to colonial territories and established a strong brand identity among English-language readers that continues today. Once M&B was acquired by Harlequin, Harlequin Mills & Boon (HMB) built upon the strength of the M&B brand in the English-reading Indian market. By 2008, HMB established a local branch office in Mumbai and offered popular romance novels written by Indian authors for an Indian readership. HMB’s negotiation of this national market offers insight into the demands of a new generation of readers in India and provides a case for exploring the characteristics of a first and second global economy. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | mondialisation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Inde |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Harlequin Mills & Boon |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | romance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | éditeur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Harlequin Mills & Boon |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | globalization |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | romance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | India |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publishing |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | T. Dulot, Nadège |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Le Temps des médias | 39 | 2 | 2022-11-24 | p. 247-264 | 1764-2507 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-le-temps-des-medias-2022-2-page-247?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-le-temps-des-medias-2022-2-page-247?lang=fr&redirect-ssocas=7080</a> |
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