Harry Potter: The Story of a Global Business Phenomenon

Harry Potter: The Story of a Global Business Phenomenon

2.3 44
by S. Gunelius
     
 

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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.  See more details below

Overview

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.

Editorial Reviews

From the Publisher

'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

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Product Details

ISBN-13:
9780230203235
Publisher:
Palgrave Macmillan UK
Publication date:
06/15/2008
Edition description:
2008
Pages:
194
Product dimensions:
6.10(w) x 9.30(h) x 0.90(d)

Meet the Author

SUSAN GUNELIUS is President & CEO of KeySplash Creative, Inc. (www.KeySplashCreative.com), a full-service marketing communications provider. With over 15 years of marketing experience, she spent over a decade of her career developing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Gunelius is the author of several business-related books, and her marketing articles have appeared in numerous publications, including Entrepeneur.com, MSNBC.com, WashingtonPost.com, FoxBusiness.com, and more. Susan also writes several business and marketing blogs, including her blog for women working in the field of business at www.WomenOnBusiness.com and her company blog at www.keysplashcreative.com/category/blog.

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Harry Potter: The Story of a Global Business Phenomenon 2.2 out of 5 based on 0 ratings. 42 reviews.
Anonymous More than 1 year ago
I think this book offers interesting tidbits about J.K. Rowling, but that's about all it can garner for praise. It is extremely repetitive, particularly on interrelated entries about Rowling. Half of the a-to-z list comprises of non-magical entries (such as "Scholastic" or "Jessica"). It's pretty skimpy when it comes to actually explaining the things mentioned in the Harry Potter books (such as descriptions of different spells; they rarely get a comlete sentence). At times, it was even painfully inaccurate; I cringed when Professor Sprout was consistently referred to as "he." As an avid Harry fan, I bought this hoping for a detailed list that could perhaps teach me more about the world of Harry Potter, but I think I should have saved my money, as I felt that I knew more about the things on the list than the author of the book did.
Anonymous More than 1 year ago
You should not sware. No offence. But a book is a book and there is nothing you can do about it. You may not like it but it's there and there is nothing you can change to it. P.S. what in the word is the point of swaring. (This is not a retorical question and if you answer my question refer to me as the seahorse)
Anonymous More than 1 year ago
S
Nellie Baran More than 1 year ago
I find it sad that there are more harry potter analysis books than harry potterbooks themselves. They are making it difficult to find a decent harry potter book of your nook :(
Anonymous More than 1 year ago
I got the sample thinking this would be a good, or at least decent, Harry Potter analysis book. I Was wrong. Some things wrong with this book: - the 40-page sample wasted19 pages of copyright, dedication, title page, etc -The only part of the sample that wasn't title page and all of that was ackmowledgements and preface -The book itself costs FOURTY-THREE dollars! Some things are worth $43, but this book is not one of those things. -The writing itself was not very exciting. I am sorry to say that I won't be wasting time and money on this book
Anonymous More than 1 year ago
Way to much$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Anonymous More than 1 year ago
Hi mom!
Anonymous More than 1 year ago
Pls? I need to talk to ppl... im a girl btw. So guys... i need u!!
Anonymous More than 1 year ago
People of the world this is not to chat this is to tell how awesome or how lame the book is so shut up and write about the book
Anonymous More than 1 year ago
This is the second boys room. Ten people to a room.
Anonymous More than 1 year ago
Bad book and 43$ what the f***
Anonymous More than 1 year ago
WHY IA IT 43$
Anonymous More than 1 year ago
Blubby blub blub blubber bluupy blup blup blibby blubby blib bub bob bib.
Anonymous More than 1 year ago
Imright here
Anonymous More than 1 year ago
Ofsecrets
Anonymous More than 1 year ago
NEVER GET IT!!this book is horrible. Actual series of hp is good
Anonymous More than 1 year ago
Two words: RIP OFF!!!!!!!!!!!!
Anonymous More than 1 year ago
Its not!!!!!!¿¿
Anonymous More than 1 year ago
So much money
Anonymous More than 1 year ago
Bad!!!
Anonymous More than 1 year ago
:(
Brynn Yoder More than 1 year ago
Who buys that
Prestin Begeman More than 1 year ago
Sucked hated the price
Anonymous More than 1 year ago
Ryann Fendrick More than 1 year ago
seriously