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

Susan Gunelius (Author)

Book Description

Publication Date: August 19, 2008

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.

Editorial Reviews

Review

“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

About 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. 

Product Details

• Hardcover: 216 pages
• Publisher: Palgrave Macmillan (August 19, 2008)
• Language: English
• ISBN-10: 023020323X
• ISBN-13: 978-0230203235
• Product Dimensions: 9.5 x 6.4 x 0.7 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #1,111,645 in Books (See Top 100 in Books)

More About the Author

Susan Gunelius is President and CEO of KeySplash Creative, Inc., a full-service marketing communications provider offering copywriting and other forms of writing as well as marketing, branding and social media consulting services.

Susan also offers lecture services to professionals and students around the world about marketing, social media, branding and more.

She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, FoxBusiness.com, WashingtonPost.com, BusinessWeek.com, SmartMoney.com, TheStreet.com, Yahoo! Small Business, Yahoo! Finance, and more. She also writes about business, marketing, branding, writing, and blogging for a variety of clients, including Splashpress Media, Cox Communications, Newstex, and About.com (a New York Times company).

With nearly 20 years of marketing, branding and copywriting experience, Susan is a seasoned corporate professional having spent much or her career developing and executing marketing programs for global and national organizations, including divisions of AT&T and HSBC.

SUSAN GUNELIUS' WEBSITES, BLOGS AND PROFILES:
www.KeySplashCreative.com
www.WomenOnBusiness.com
www.SusanGunelius.com
Follow me on Twitter: www.twitter.com/susangunelius
Friend me on Facebook: www.facebook.com/susangunelius
Connect with me on LinkedIn: www.linkedin.com/in/susangunelius