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Part One Chinese Publishing Historyand Culture 2

Chapter 1 Book Publishing History in China 2

Section A Book Publishing in Ancient China 2

Section B Book Publishing in Modern and Contemporary China 10

Chapter 2 Rapid Development of Chinese Publishing Industry and Going Global 18

Section A The Promotion and Strategies from the Government 18

Section B Approaches for Going Global of Publishing Houses 28

Part Two Publishing History of Western Countries 36

Chapter 3 General Considerations and Earliest Book Form in Europe 36

Section A General Considerations 36

Section B The Earliest Book Form in Europe 44

Chapter 4 Ancient Greco-Roman Publishing 53

Section A Alexandria Library 53

Section B The Destruction of the World's Ancient Literature 65

Chapter 5 Books in Ancient Greek and Roman and the Early Christian Era 76

Section A Greek and Roman in Classical Antiquity 76

Section B Books in the Early Christian Era 86

Chapter 6 The Medieval Book and Book Trade 95

Section A The Medieval Book 95

Section B The Flourishing Book Trade：1550—1800 106

Chapter 7 The Age of Early Printing in Europe 118

Section A Early Printing：1450—1550 118

Section B Printing in Britain 131

Chapter 8 US Publishing（Colonial Times—Present） 143

Section A The Colonial Times to 1900：Beginnings 143

Section B US Publishing from 1900 to the End of the 20th Century：Going Commercial 154

Part Three The Digitization and the Future of Book Publishing 166

Chapter 9 The Digitization of Book Publishing：A Case Study of Higher Education Book Publishing 166

Section A The Crisis in Higher Education Book Publishing with the Emergence of Digital Media 166

Section B Digitized Higher Education Books 172

Chapter 10 The Future of Book Publishing 179

Section A The Seven Technology Trends in Book Publishing 179

Section B Three Industry Goals in Book Publishing 187