At its most basic level, the word “marketing” refers to the “action of buying or selling” (_Oxford English Dictionary_ [_OED_]) and always implies some sort of exchange, usually involving goods, services, or ideas—and money. A common usage of “marketing” that directly affects children’s literature is “the action, business, or process of promoting and selling a product” (_OED_). Since the advent of the printing press, literature has been intimately related to marketing. It is self-evident that developing technologies made widespread literacy possible; what may take some explaining is that marketing is as essential to the development and dissemination of children’s literature as technology was. “Marketing” is a term that arouses both suspicion and admiration. John Clarke in _New Keywords_ (2005) explains that “a certain ambivalence persists towards markets. Perceived as necessary, they are not to be trusted.... This creates a sense of refusal—the view that not everything can or should be commodified.” At the same time, others focus on the benefits of marketing, either implicitly or explicitly linked to capitalism as a system, and see it as essential to the progress and development of civilization. Indeed, to library historians Brian Alderson and Felix de Marez Oyens (2006), the modern concept of...