| Description |
1 online resource (xix, 194 pages) : illustrations |
| Contents |
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 |
| Summary |
The Harry Potter books are the biggest sellers of all time, making J.K. Rowling the highest earning author in literary history. The story of J.K. Rowling, Bloomsbury, and Scholastic has created a publishing legend, and an iconic brand. Why did Harry Potter become so successful? What is the appeal? What are the distinct features of Harry Potter that make up the brand? Why did customers queue at midnight to buy the books? In this fascinating new book, Susan Gunelius analyzes every aspect of the brand phenomenon that is Harry Potter. Delving into price wars, secret locations for stock, box office revenues, merchandising, the social web, word-of-mouth and perpetual marketing, brand values, and the forthcoming Harry Potter theme park, this is not just the story of the most incredible brand success there has ever been but also an investigation of whether or not the unprecedented success of Harry Potter can be duplicated |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Potter, Harry (Fictitious character)
|
| SUBJECT |
Potter, Harry (Fictitious character) fast |
| Subject |
Branding (Marketing)
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Brand name products.
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branding.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Brand name products
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Branding (Marketing)
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Marknadsföring.
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Märkesvaror.
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| Form |
Electronic book
|
| ISBN |
9780230594104 |
|
0230594107 |
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