Harry Potter. The Story of a Global Business Phenomenon Harry Potter. The Story of a Global Business Phenomenon 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. Palgrave 978-0-230-20323-5
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Harry Potter. The Story of a Global Business Phenomenon

  • Автор: Susan Gunelius
  • Твердый переплет. Плотная бумага или картон
  • Издательство: Palgrave
  • Год выпуска: 2011
  • Кол. страниц: 216
  • ISBN: 978-0-230-20323-5
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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.

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Содержание
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
Штрихкод:   9780230203235
Бумага:   Офсет
Масса:   490 г
Размеры:   240x 170x 15 мм
Литературная форма:   Научно-познавательная литература
Тип иллюстраций:   Без иллюстраций
Язык:   Английский
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