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.
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Chapter 1 The Book that Lived
Setting the Stage for Marketing and Promotion
Chapter 3 The Buzz Begins
An Education in Marketing and Promotion
Chapter 5 Harry Potters Influence on Print Publishing
Chapter 6 Harry Potters Influence on Movies and Television
Chapter 7 Harry Potters Influence on Retail
Chapter 8 Harry Potters Influence on Merchandising
Chapter 10 Harry Potter Becomes a Theme Park
Chapter 11 Harry Potters Global Business and Personal Impact
Who Else has Gotten it Right or Wrong?
Chapter 13 What is Next for Harry Potter and the World Affected by the Boy Who Lived?
Recreating a Literary Phenomenon
Chapter 9 Harry Potters Influence Online
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