Harry Potter: The Story of a Global Business Phenomenon

( 43 )

Overview

The Harry Potter books are some of 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 and is the perfect case study for academics, professionals and students alike.

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Harry Potter: The Story of a Global Business Phenomenon

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Overview

The Harry Potter books are some of 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 and is the perfect case study for academics, professionals and students alike.

Read More Show Less

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, U.S.A.

“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

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Product Details

  • ISBN-13: 9780230203235
  • Publisher: Palgrave Macmillan
  • Publication date: 6/15/2008
  • Pages: 216
  • 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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Table of 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

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Customer Reviews

Average Rating 2
( 43 )
Rating Distribution

5 Star

(9)

4 Star

(4)

3 Star

(0)

2 Star

(3)

1 Star

(27)

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See All Sort by: Showing 1 – 20 of 43 Customer Reviews
  • Anonymous

    Posted December 20, 2011

    Save your money

    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.

    4 out of 5 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted February 25, 2012

    Waste of your frecen money and time

    H

    2 out of 6 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 9, 2011

    43$ really

    So much money

    2 out of 4 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 5, 2011

    Not a good price

    Bad!!!

    2 out of 4 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted November 28, 2011

    :(

    :(

    2 out of 4 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted July 22, 2011

    ....

    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 :(

    2 out of 3 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 3, 2013

    To what...

    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)

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 18, 2012

    E

    S

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 29, 2012

    Hi

    Two words: RIP OFF!!!!!!!!!!!!

    1 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 21, 2012

    Retarded!!!!!!!

    Stupidets book on planet

    1 out of 3 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted July 31, 2011

    Sucked

    Sucked hated the price

    1 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted March 24, 2011

    Suckage

    seriously

    1 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 1, 2011

    too spensive

    book suck big time

    1 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted April 12, 2009

    more from this reviewer

    I Also Recommend:

    Obviously Targeted for a Specific Audience

    I have a growing collection of Harry Potter analysis books and this is one that I heard about from the Azkatraz 2009 website which stated that the author would be giving a lecture off-site at that conference. I looked up the book and ordered it after some thinking.

    This book is good if you like to read about the entire Potter phenomenon - not just the books. So if you like analysis of the canon and Rowling's interviews, this book is not for you. Also, it is published by palgrave-macmillan and has the tone of a textbook (I can see it being used at the college level), and so passages are redundant to drive home points in a student's mind.

    Other than that, let me tell you some good thing about this book: it presents pretty up-to-date information on Harry Potter as a brand and its sales records. Instead of focusing on the actual releases of books, it looks at sales strategies: how the embargos worked, the release dates of movies/books/video games, Rowling as brand guardian, etc. However, this is just the latest information. For example, it only has the status of the Potter brand up through the fifth movie release and the Deathly Hallows book release. No doubt this will have to be expanded for a second edition after the release of all eight films based on the seven books and the Deathly Hallows paperback release, as well as the opening of the theme park. The theme park is mentioned, but at the moment it's still being built, so a lot of that information will be needed for another edition. Luckily that will make this book longer than it's 150 pages or so of actual text (there's a long bibliography).

    I don't know if you'd want to wait for a newer edition in 2011 after the opening of the park and the release of the last film, but who knows if there will be one. At the moment, hardcover is the only format, and so the book is pricey, but to those of us who just can't get enough of Potter, we know that some of these books are just going to be expensive and that's the way it is.

    As a couple of side notes: the author has a video up on youtube.com (just search "Susan Gunelius") in which she talks about this book, and the editing on this book is very well done.

    1 out of 2 people found this review helpful.

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  • Anonymous

    Posted July 17, 2014

    LOTS

    Way to much$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 18, 2014

    My mom

    Hi mom!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 6, 2014

    Give me ur nook!!

    Pls? I need to talk to ppl... im a girl btw. So guys... i need u!!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted March 20, 2014

    Cloudpaw bio by Sunfury

    Name:cloudpaw gender:female mate:WHAT IS WRONG WITH YOU IM STILL AN APRENTICE IN OWLCLAN crush:russetpaw description:im a jet black she-cat with teal paws personality:kind loving caring loyal honest mishevious and very smart history:too long ask waterpaw in the reveiws of darke toad favorite prey:mice

    -the all mighty Sunfury

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted February 13, 2014

    Harry potter is not the best selling book " in the world"

    Harry potter is not the best selling book in the world. That is just your opinion. The movies of harry potter suck too. READ LORD OF THE RINGS! The movies and books of lord of the rings is magnificient! It is considered to be a classic! You are always on the edge of your seat. You will instantly fall in love with lord of the rings plus the hobbit. I HIGHLY recommend lord of the rings!

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted July 31, 2013

    Just read this

    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

    Was this review helpful? Yes  No   Report this review
See All Sort by: Showing 1 – 20 of 43 Customer Reviews

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