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Harry Potter: The Story of a Global Business Phenomenon Hardcover – August 19, 2008
"Warlight" by Michael Ondaatje
A dramatic coming-of-age story set in the decade after World War II, "Warlight" is the mesmerizing new novel from the best-selling author of "The English Patient." Learn more
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“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
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But, boy or boy is it repetitious. I'm sure it could have been reduced by around 60 pages and not suffered the loss. If I read a single time that "Harry Potter was successful because it was 'a good book'", I think I could have thrown the book into the shredder.
It does seem an awkwardly structured book, so that you find yourself reading basically the same information just presented from a different angle of the overall theme.
Then there are the really irritating obvious examples:
'Amazon held an online contest to find the "Harryest" town in America' (p77)
'Amazon held a contest to find the "Harryest" town in the United States' (p102)
and even worse, on opposite pages!
'...a bold strategy for Amazon who chose not to generate revenue directly from Harry Potter book sales (p76)
'Amazon...chose to forego generating a large profit (if any) on Harry Potter...' (p76)
Repetition is a well-tried learning tool, but honestly, key ideas were repeated so often in so many different context that I found it actually very confusing and caused massive deja-vu-itis...