Visit our Christmas Gift Finder
Click & Collect from 2 Hours*
Free Delivery to UK Shops
Free UK Standard Delivery On all orders £20 and over Free Delivery to UK Shops Local shops and expert booksellers nationwide Free Click & Collect to UK shops From 2 hours of your order*
Harry Potter: The Story of a Global Business Phenomenon (Hardback)
  • Harry Potter: The Story of a Global Business Phenomenon (Hardback)
zoom

Harry Potter: The Story of a Global Business Phenomenon (Hardback)

(author)
£54.99
Hardback 194 Pages / Published: 03/06/2008
  • We can order this

Usually dispatched within 3 weeks

  • This item has been added to your basket
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.

Publisher: Palgrave Macmillan
ISBN: 9780230203235
Number of pages: 194
Weight: 490 g
Dimensions: 229 x 152 x 18 mm


MEDIA REVIEWS

'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

You may also be interested in...

The Life Coaching Handbook
Added to basket
The Successful Business Plan
Added to basket
The Art of Social Media
Added to basket
The McKinsey Way
Added to basket
Positioning: The Battle for Your Mind
Added to basket
Traction
Added to basket
£12.99
Paperback
How to Think Strategically
Added to basket
4 Disciplines of Execution
Added to basket
Growth Hacker Marketing
Added to basket
25 Need-To-Know Strategy Tools
Added to basket
How Life Imitates Chess
Added to basket
Switch
Added to basket
£9.99
Paperback
Understanding Organizations
Added to basket

Please sign in to write a review

Your review has been submitted successfully.