Bibliographic Details

Harry Potter : the story of a global business phenomenon / Susan Gunelius.

Author / Creator Gunelius, Susan M.
Imprint Basingstoke [England] ; New York : Palgrave Macmillan, 2008.
Description xix, 194 p. : ill. ; 24 cm.
Language English
Subject Potter, Harry (Fictitious character)
Branding (Marketing)
Brand name products.
Potter, Harry (Fictitious character)
Brand name products.
Branding (Marketing)
Format E-Resource, Print, Book
URL for this record http://pi.lib.uchicago.edu/1001/cat/bib/7246218
ISBN 023020323X (alk. paper)
9780230203235 (alk. paper)
Notes Includes bibliographical references (p. 164-180) and index.
Table of Contents:
  • Preface
  • Acknowledgements
  • Introduction: The Making of a Global Literary Phenomenon
  • Chapter 1. The Book that Lived
  • Unremarkable Beginnings
  • Harry Potter is Born
  • The Cinderella Story
  • Taking a Chance on Harry Potter
  • Serendipity Strikes a Third Time
  • Harry Potter Comes to America
  • An Introduction to Branding
  • Chapter 2. The Value of a Good Product: Setting the Stage for Marketing and Promotion
  • Start with a Product People Need
  • Harry Potter as a Marketable Product and Brand
  • The Competitive Environment
  • Building the Harry Potter Brand
  • Creating Customer Loyalty
  • Chapter 3. The Buzz Begins
  • It Started with a Good Product and a Cinderella Story
  • Creating Awareness and Driving Sales
  • Emotional Involvement Gives the Buzz Momentum
  • Harry Potter: A Cult Brand
  • The Buzz Builds
  • The Online Buzz
  • The Word-of-mouth Marketing Success of Harry Potter
  • Chapter 4. Harry Potter as a Powerful Product and Brand: An Education in Marketing and Promotion
  • Part 1. Creating the Brand
  • J.K. Rowling as Brand Guardian
  • Relationship Marketing
  • The Value of the Harry Potter Brand
  • Harry Potter as a Societal Brand
  • Part 2. Promoting the Brand
  • Pull Marketing
  • Word-of-mouth Marketing Drives Strategies and Tactics
  • Perpetual/Tease Marketing of Harry Potter
  • The Integrated Marketing Strategy of Harry Potter
  • What Can We Learn from the Marketing of the Harry Potter Brand?
  • Chapter 5. Harry Potter's Influence on Print Publishing
  • Risk Equals Reward
  • Release Dates and Midnight Parties
  • Breaking Records and Shaking Up the Bestseller List
  • Distribution and Logistics Challenges
  • Genre Changes, Brand Extensions and Packaging Strategies within the Literary Marketplace
  • Chapter 6. Harry Potter's Influence on Movies and Television
  • Bringing Harry Potter to the Big Screen
  • A New Harry Potter Buzz Begins with the Help of Perpetual and Tease Marketing
  • Maintaining Secrecy and Combating Piracy
  • Harry Potter on the Small Screen
  • Chapter 7. Harry Potter's Influence on Retail
  • Record-breaking Sales of the Harry Potter Series Drive Traffic and Revenue for Booksellers
  • Online Retailers: Price Discounting, Marketing Tie-ins and Distribution Strategies
  • Brick-and-mortar Booksellers: Price Discounting, Marketing Tie-ins and Promotional Events
  • New Legal Issues for Booksellers
  • Changes to the Brick-and-mortar Bookstore Footprint
  • Chapter 8. Harry Potter's Influence on Merchandising
  • The History and Power of Merchandising
  • Protecting the Harry Potter Brand from Overmerchandising
  • Merchandising Harry Potter
  • Audio Books, DVDs, Soundtracks and Video Games in the Merchandising and Brand Extension Mix
  • Unique Harry Potter Merchandising Efforts
  • Leave Them Wanting More
  • Chapter 9. Harry Potter's Influence Online
  • The Internet Drives Word-of-mouth Marketing
  • Fan Sites
  • Leveraging the Internet to Promote and Sell the Harry Potter Brand
  • Harry Potter Websites
  • Harry Potter Continues to Live Online
  • The Impact of Harry Potter on Viral and Social Media Marketing
  • Chapter 10. Harry Potter Becomes a Theme Park
  • The Idea for a Theme Park
  • Building a Harry Potter Theme Park
  • Retaining the Integrity of the Harry Potter Brand
  • The Wizarding World of Harry Potter Buzz Begins
  • Universal and Warner Bros Know How to Promote Movie and Character Themed Attractions
  • The Competitive Marketplace
  • Will The Wizarding World of Harry Potter Live Up to Fans' Expectations?
  • Chapter 11. Harry Potter's Global Business and Personal Impact
  • The Harry Potter Brand Has Far-reaching Effects for the Business World
  • The Personal Impact of Harry Potter through Its Global Appeal
  • The Social Impact of Harry Potter Grows Online
  • Superfans, Conventions and More Social Influences
  • The Future
  • Chapter 12. Predecessors to Harry Potter's Success: Who Else has Gotten it Right or Wrong?
  • Literary Case Studies
  • Graphic Novel and Comic Book Case Studies
  • Chapter 13. What is Next for Harry Potter and the World Affected by the Boy Who Lived?
  • The Return of Harry Potter
  • Harry Potter as the Pioneer Brand and the Likelihood of Similar Successes
  • Late Entrant Strategies
  • Potential Market Followers and Market Challengers
  • Matching the Success of Harry Potter
  • Chasing, Catching and Surpassing the Success of Harry Potter
  • Chapter 14. Conclusion: Recreating a Literary Phenomenon
  • Bibliography
  • Index