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The Upright Thinkers by Leonard Mlodinow A book for science lovers and for anyone interested in creative thinking and in our ongoing quest to understand our world. Learn more | See similar books
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This terrific book is both entertaining and informative. Beginning with the formation of NASA the authors explain how the agency found its voice, how the decision was made to be honest and transparent and how the writers thought of themselves as reporters instead of public relations people ("We put out news releases, not press releases.")
The role of television, arguably the most important aspect of marketing the flights, is handled well by explaining both the political and technical challenges of the time. And the topic of astronauts as celebrities is explored at depth with surprising conclusions.
The book contains wonderful photos of commercial ads, technical manuals and marketing pieces from NASA and their contractors during this time. These items, many from the authors' personal collections, are a highlight of the book. There are also many interesting personal anecdotes in the book, from the reasons Paul Haney quit his job to an incident involving Neil Armstrong's parents which reveals much about Neil himself.
We all know how the story ends - the public and media lost interest rapidly after the first landing, missions were cancelled and we haven't returned to the moon since Apollo. This was actually a failure of marketing by NASA to keep the public engaged, and this aspect of the program is covered as well.
I couldn't put the book down. Highly recommended.
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To fulfill President John F. Kennedy’s challenge to land a man on the moon, return him safely to earth and do it by the end of the decade, NASA organized teams into three core disciplines: life preservation, propulsion and navigation.
But there was actually a fourth discipline: storytelling. And that story has not been adequately told until this book.
"Marketing the Moon" tells the story of NASA’s storytellers — how a handful of men fought to allow public access to this historic era of space exploration.
This book is as much a coffee table book as it is a terrific read. It offers scores of rare and vintage photos on nearly every page. And the tug-of-war between NASA’s public affairs team and its scientists, aviators and technicians offers an engaging narrative.
I recommend this book for space enthusiasts, history buffs and marketing practitioners. Given I’m all three, it’s one of my favorite books in years.
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A departure from his usual social media and digital flight pattern, Scott's "Marketing the Moon" tells the story of how NASA not only put the first man on the moon, but pioneered the use of brand journalism, product placement, and real-time storytelling with the epitome of transparency and authenticity.
For the space enthusiasts and sci-fi cult-followers who create and follow the GIFs and memes branded with "Star Wars", "Space Odyssey", and "Star Trek", "Marketing the Moon" captures the challenges and the ultimate success of marketing one of the greatest achievements in American history as noted in the foreword written by Captain Eugene A. Cernan, the NASA astronaut who became the 11th person to walk on the Moon and "the last man on the Moon".
Scott and Richard Jurek did an incredible job at curating the historical data of how NASA pioneered brand journalism and real time public relations in this one-of-a-kind time-capsule-like book filled with nostalgic marketing memorabilia.
I loved looking at NASA's original press kits and memos from the Public Information Officer requesting the astronauts conversations in space not be edited!
Marketing the Moon is a collector's item whether you are a Star Wars fan or PR and marketing PRO.
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Marketing the Moon: The Selling of the Apollo Lunar Program chronicles the birth, rise and fall of America's ambitious Moon Shot program. The debate as to what originally inspired us to reach for and attain such a monumental goal and then disregard it like yesterday's trash has been raging for nearly half a century. We all know there are myriad legitimate explanations. Marketing the Moon approaches the subject from a fresh and important perspective. It is inconceivable that with the hundreds of space books published since Gene Cernan stepped back into Challenger more than four decades ago, that none of them have focused on the marketing aspects of Apollo. Obviously marketing played a seminal role as this book commendably conveys.
The down side to reading the book is that we are reminded of squandered and lost opportunities. The golden age of American space exploration appears to be behind us. I don't fully agree with some reviewers that America's loss of interest in Project Apollo specifically and the space program in general was a result of NASA's marketing failure. The unfortunate fact is the general public has negligible interest in space travel. It was not possible for NASA to sustain the national and international media frenzy associated with Apollo 11.
It is apparent that Jurek and Scott are not only gifted writers, but are also knowledgeable and devoted fans of our space program. Rare and prized items from their extensive personal collections are featured throughout the book. I learned so much from Marketing the Moon and it was an absolute pleasure to read. Highly, highly recommended!
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