Harry Potter The Story of a Global Business Phenomenon [Hardcover]

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.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

'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. Tl³¹