Eight giant steps to global domination: a personal guide to finding your niche, conquering your market, and taking your company to the top

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McGraw-Hill, 2001 - Business & Economics - 181 pages
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"A Marketing Master..." Entrepreneur Magazine

"Itsy bitsy has built up real momentum..." Crain's New York Business

"The little business that could..." Fortune Magazine

Since 1990, Kenn Viselman has been shaking up the licensing industry. In 1995, he boasted that his tiny startup, The itsy bitsy Entertainment Company, could go up against giants like Disney, Warner's and Nickelodeon and turn preschool entertainment into a merchandising bonanza. After successfully establishing the Teletubbies, itsy bitsy Entertainment has grown into a veritable children's entertainment empire with a string of phenomenal successes to its credit, including its recent victory over Fox, Columbia, Universal and Warner Bros., for the screen rights to the classic children's book character, Eloise.

In this book, marketing visionary Kenn Viselman, reveals the unique marketing strategies behind itsy bitsy Entertainment's extraordinary growth and provides powerful lessons for anyone who wants to succeed in business and gain control in this out of control business world.

"After a great deal of soul-searching and rewrites, I realized that despite my lack of fame, I have a great deal to say to the entrepreneur in everyone, whether you work in the mailroom at Morgan Stanley or in the president's office of your own multi-billion dollar conglomerate. I quite literally built a multimillion dollar entertainment company in five years from the ground up. I financed my company by maxing out my credit cards, while I worked out of my guest bedroom. I now recognize that my story may inspire others to take risks and believe in themselves.

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Contents

Managing Expectations
27
Separating the Believers from the NonBelievers
51
Be a NonTraditionalist
79
Copyright

5 other sections not shown

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About the author (2001)

Viselman is founder and CEO of The Itsy Bitsy Entertainment Company. A maverick in the world of children's entertainment, he has made his mark working on some of the most successful children's brands in history including Thomas the Tank Engine, Teletubbies, and Eloise.

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