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Harry Potter: The Story of a Global Business Phenomenon de S. Gunelius

Harry Potter: The Story of a Global Business Phenomenon: Universul Harry Potter

Autor S. Gunelius
en Limba Engleză Hardback – 3 iun 2008

The Harry Potter books are the bestselling books of all time. In this fascinating study, Susan Gunelius analyzes every aspect of the brand phenomenon that is Harry Potter. Delving into price wars, box office revenue, and brand values, amongst other things, this is the story of the most incredible brand success there has ever been.

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Specificații

ISBN-13: 9780230203235
ISBN-10: 023020323X
Pagini: 216
Ilustrații: XIX, 194 p.
Dimensiuni: 152 x 229 x 17 mm
Greutate: 0.49 kg
Ediția:2008
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Seria Universul Harry Potter

Locul publicării:London, United Kingdom

Cuprins

The Making of a Global Literary Phenomenon The Book that Lived The Value of a Good Product (Setting the Stage for Marketing and Promotion) The Buzz Begins Harry Potter as a Powerful Product and Brand (An Education in Marketing and Promotion) Harry Potter's Influence on Print Publishing Harry Potter's Influence on Movies and Television Harry Potter's Influence on Retail Harry Potter's Influence on Merchandising Harry Potter's Influence Online Harry Potter Becomes a Theme Park and More Harry Potter's Global Business and Personal Influence Predecessors to Harry Potter's Success (Who Else Has Gotten It Right or Wrong?) What's Next for Harry Potter and the World Affected by The Boy Who Lived? Conclusion: The Recreation of a Literary Phenomenon

Recenzii

'Gunelius' book demystifies the success of the Harry Potter series. While others have called the phenomenon 'magical,' this book proves that it was really the result of a carefully crafted strategy ­ a strategy that any business can replicate and profit from. Unless you'd rather not be the Harry Potter of your industry read and learn!' - Drew McLellan, author of 'The Marketing Minute' blog and Top Dog at McLellan Marketing Group
'Susan Gunelius recounts in rich detail the real life story behind the marketing and branding of a story book phenomenon. She takes us through the triumphant diffusion of a glorious product using emotional communication through word of mouth, the internet, advertising, merchandising and other viral branding strategies. I specially liked the many mini-case studies, using a wealth of information on various branding campaigns, dispersed throughout the book. This book is a must for anyone interested in the marketing of imaginative products. It makes the crucial point that consistency and differentiation account for marketing success.' - Arjun Chaudhuri, Thomas R. Fitzgerald, S.J. Professor of Marketing, Charles F. Dolan School of Business, Fairfield University, Connecticut, USA
'A comprehensive look at the marketing around the Harry Potter franchise and what steps J.K. Rowling and her team of publishers and marketers took to make Harry Potter into a worldwide phenomenon.' - John Laughbaum, Vice President, Channel Marketing and Sales Development, Aflac Incorporated
'Through its factual and analytical approach to marketing and branding, scattered with original Harry Potter facts and quirky references to the wizarding world, the book strikes the right balance to appeal to all.' - Sarah Sandersen, Edge
'It had to happen. Harry Potter as a concept is now officially subject to academic review and author Susan Gunelius has done it proud in Harry Potter: The Story of a Global Business Phenomenon. This is an erudite marketing text, using Harry Potter as a vehicle for learning.' - Julie Hyde, Professional Manager
'You'll be sure to learn more about how to position your own services and how to guide you own products through the marketplace by learning from this extraordinary example.' - www.asuccessfulwoman.com
'In The Story of a Global Business Phenomenon, Susan Gunelius tells us about everything we need to know from the price wars, to the merchandising, the word-of-mouth to the social networking. And she does it in a way that makes it clear that the compelling story of Harry Potter's life and times was just part of an equally compelling branding story.' - Allen P Adamson, author of BrandDigital and BrandSimple

Notă biografică

SUSAN GUNELIUS has a degree in marketing and spent over a decade developing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Gunelius is currently a freelance writer and copywriter, marketing consultant, and professional blogger. She writes about business, branding and marketing on her personal blog, www.WomenOnBusiness.com, for b5media at www.Brandcurve.com and for Know More Media at www.MarketingBlurb.com, and her marketing articles are frequently featured on Entrepreneur.com.. www.SusanGunelius.com