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Shakespeare is a cultural phenomenon and arguably the most renowned playwright in history. In this edited collection, Shellard and Keenan bring together a collection of essays from international scholars that examine the direct and indirect economic and cultural impact of Shakespeare in the marketplace in the UK and beyond. From the marketing of Shakespeare´s plays on and off stage, to the wider impact of Shakespeare in fields such as education, and the commercial use of Shakespeare as a brand in the advertising and tourist industries, this volume makes an important contribution to our understanding of the Shakespeare industry 400 years after his death.
With a foreword from the celebrated cultural economist Bruno Frey and nine essays exploring the cultural and economic impact of Shakespeare in his own day and the present, Shakespeare´s Cultural Capital forms a unique offering to the study of cultural economics and Shakespeare.

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Foreword by Bruno Frey, Zeppelin University, Germany.- Chapter 1: Introduction; Dominic Shellard, Siobhan Keenan, de Montfort University, UK.- Chapter 2: Shakespeare and the Market in his Own Day; Siobhan Keenan.- Chapter 3: Shakespeare and the Impact of Editing; Gabriel Egan, de Montfort University, UK.- Chapter 4: Marketing Shakespeare on Film; Deborah Cartmell, de Montfort University, UK.- Chapter 5: Shakespearean Actors, Memes, Social Media and the Circulation of Shakespearean ´Value´; Anna Blackwell, de Montfort University, UK.- Chapter 6: Ales, Beers, Shakespeares; Graham Holderness, Bryan Loughrey, University of Hertfordshire, UK.- Chapter 7: A King Rediscovered: the Economic Impact of Richard III and Richard III on the city of Leicester; Dominic Shellard.- Chapter 8: Shakespeare is ´GREAT´; Conrad Bird, GREAT Britain Campaign, Foreign and Commonwealth Office, UK.- Chapter 9: Sponsored by Shakespeare; Susan Bennett, University of Calgary, Canada.-

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Professor Dominic Shellard is the vice-chancellor of De Montfort University, Leicester, UK and an expert on post-war British Theatre. He is the author of nine books and the leader of the British Library Theatre Archive Project. He authored the Arts Council England project Economic Impact Study of UK Theatre and An Economic Impact Study of Welsh National Opera within Wales.






Dr Siobhan Keenan is a reader in Shakespeare and Renaissance Literature at De Montfort University, Leicester, UK. She has published widely on early modern theatre history and is the author of several books, including Travelling Players in Shakespeare´s England (Palgrave Macmillan, 2002) and Acting Companies and Their Plays in Shakespeare´s London.

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