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Harry Potterthe story of a global business phenomenon /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Harry PotterSusan Gunelius.
Reminder of title:	the story of a global business phenomenon /
Author:	Gunelius, Susan M.
Published:	New York :Palgrave Macmillan,2008.
Description:	1 online resource
Subject:	Branding (Marketing)
Online resource:	access to fulltext (Palgrave)
ISBN:	9780230594104

Harry Potterthe story of a global business phenomenon /
Gunelius, Susan M.

Harry Potterthe story of a global business phenomenon /[electronic resource] :Susan Gunelius. - New York :Palgrave Macmillan,2008. - 1 online resource

Includes bibliographical references and index.

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 Influenceon Print Publishing -- Harry Potter's Influence on Movies and Television -- Harry Potter's Influence on Retail --Harry Potter's Influence onMerchandising -- Harry Potter's Influence Online -- Harry Potter BecomesaTheme Park and More -- Harry Potter's Global Business and PersonalInfluence -- Predecessors to HarryPotter'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.

The Harry Potter books are the biggest sellers of all time, making J.K. Rowling the highest earning author in literary history. The story of J.K. Rowling, Bloomsbury, and Scholastic has createda publishing legend, and an iconic brand. Why did Harry Potter become so successful? What is the appeal? What are the distinct features of Harry Potter that make up the brand? Why did customers queueat midnight to buy the books?In this fascinating new book, Susan Gunelius analyzes every aspect of the brand phenomenon that is Harry Potter. Delving into price wars, secret locations for stock, box office revenues, merchandising, the socialweb, word-of-mouth and perpetual marketing, brand values, and the forthcoming Harry Potter theme park, this is not just the story of the mostincredible brand success there has ever been but also an investigationof whether or not the unprecedented success of Harry Potter can be duplicated.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2009.

Mode of access:World Wide Web.

ISBN: 9780230594104

Standard No.: 10.1057/9780230594104doiSubjects--Topical Terms:

266407
Branding (Marketing)
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.1255 / .G86 2008eb

Dewey Class. No.: 658.8/12

Harry Potterthe story of a global business phenomenon /
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008 101122s2008 nyu sb 001 0 eng d
020 $a 9780230594104
020 $a 0230594107
024 7 $a 10.1057/9780230594104 $2 doi
040 $a UKPGM $b eng $c UKPGM $d YDXCP
041 0 $a eng
049 $a APTA
050 1 4 $a HF5415.1255 $b .G86 2008eb
082 0 4 $a 658.8/12 $2 22
100 1 $a Gunelius, Susan M. $3 475207
245 1 0 $a Harry Potter $h [electronic resource] : $b the story of a global business phenomenon / $c Susan Gunelius.
260 $a New York : $b Palgrave Macmillan, $c 2008.
300 $a 1 online resource
504 $a Includes bibliographical references and index.
505 0 $a 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 Influenceon Print Publishing -- Harry Potter's Influence on Movies and Television -- Harry Potter's Influence on Retail --Harry Potter's Influence onMerchandising -- Harry Potter's Influence Online -- Harry Potter BecomesaTheme Park and More -- Harry Potter's Global Business and PersonalInfluence -- Predecessors to HarryPotter'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.
520 $a The Harry Potter books are the biggest sellers of all time, making J.K. Rowling the highest earning author in literary history. The story of J.K. Rowling, Bloomsbury, and Scholastic has createda publishing legend, and an iconic brand. Why did Harry Potter become so successful? What is the appeal? What are the distinct features of Harry Potter that make up the brand? Why did customers queueat midnight to buy the books?In this fascinating new book, Susan Gunelius analyzes every aspect of the brand phenomenon that is Harry Potter. Delving into price wars, secret locations for stock, box office revenues, merchandising, the socialweb, word-of-mouth and perpetual marketing, brand values, and the forthcoming Harry Potter theme park, this is not just the story of the mostincredible brand success there has ever been but also an investigationof whether or not the unprecedented success of Harry Potter can be duplicated.
533 $a Electronic reproduction. $b Basingstoke, England : $c Palgrave Macmillan, $d 2009. $n Mode of access:World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Mar. 3, 2009). $n Access may berestricted to users at subscribing institutions.
650 0 $a Branding (Marketing) $3 266407
650 0 $a Brand name products. $3 202795
650 0 $a Potter, Harry (Fictitious character) $3 300695
655 7 $a Electronic books. $2 local. $3 214472
710 2 $a Palgrave Connect (Online service) $3 459825
776 1 $c Original $z 023020323X $z 9780230203235 $w (DLC) 2008016412 $w (OCoLC)232645136
856 4 0 $3 Palgrave Connect $u https://link.springer.com/book/10.1057/9780230594104 $z access to fulltext (Palgrave)