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Harry Potter: The Story of a Global Business Phenomenon Hardcover – August 19, 2008
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'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
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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...