Eight Giant Steps to Global Domination: A Personal Guide to Finding Your Niche, Conquering Your Market, and Taking Your Company to the Top - Hardcover

Viselman, Kenn

9780071362412: Eight Giant Steps to Global Domination: A Personal Guide to Finding Your Niche, Conquering Your Market, and Taking Your Company to the Top

Hardcover

ISBN 10: 007136241X ISBN 13: 9780071362412

Publisher: McGraw-Hill, 2000

Kenn Viselman has been shaking up the licensing industry since 1995, when he boasted that his tiny startup, The itsy bitsy Entertainment Company, could go up against the likes of Disney and turn kids� entertainment into a merchandising bonanza. Starting with the Teletubbies, itsy bitsy has grown into a veritable children�s entertainment empire with a string of phenomenal successes to its credit, including its recent victory over Fox, Columbia, Universal, and Warner Bros. for the screen rights to the classic children�s book character Eloise. In this book, marketing visionary Kenn Viselman reveals the unique marketing strategies behind itsy bitsy�s phenomenal growth, and provides powerful lessons for managers and executives in any industry. Kenn Viselman (New York and Los Angeles) is founder and CEO of The itsy bitsy Entertainment Company. A maverick in the world of children�s entertainment, he has made his mark working on some of the most successful children�s brands in history including Thomas the Tank Engine, Teletubbies and Eloise.

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From the Back Cover:

"A Marketing Master�" Entrepreneur Magazine

"Itsy bitsy has built up real momentum�" Crain�s New York Business

"The little business that could�" Fortune Magazine

Since 1990, Kenn Viselman has been shaking up the licensing industry. In 1995, he boasted that his tiny startup, The itsy bitsy Entertainment Company, could go up against giants like Disney, Warner�s and Nickelodeon and turn preschool entertainment into a merchandising bonanza. After successfully establishing the Teletubbies, itsy bitsy Entertainment has grown into a veritable children�s entertainment empire with a string of phenomenal successes to its credit, including its recent victory over Fox, Columbia, Universal and Warner Bros., for the screen rights to the classic children�s book character, Eloise.

In this book, marketing visionary Kenn Viselman, reveals the unique marketing strategies behind itsy bitsy Entertainment�s extraordinary growth and provides powerful lessons for anyone who wants to succeed in business and gain control in this out of control business world.

"After a great deal of soul-searching and rewrites, I realized that despite my lack of fame, I have a great deal to say to the entrepreneur in everyone, whether you work in the mailroom at Morgan Stanley or in the president�s office of your own multi-billion dollar conglomerate. I quite literally built a multimillion dollar entertainment company in five years from the ground up. I financed my company by maxing out my credit cards, while I worked out of my guest bedroom. I now recognize that my story may inspire others to take risks and believe in themselves.

I believe that EIGHT GIANT STEPS TO GLOBAL DOMINATION can offer some insight into marketing a company regardless of its size in today�s ever shrinking, highly technological and wildly competitive world. If a person knows how to take advantage of these eight critical factors they can significantly impact the success or failure of a company." Kenn Viselman

Review:

Hollywood was stunned last summer when Kenn Viselman's Itsy Bits Entertainment Compan beat out several big studios for the merchandising and film rights to the Eloise books, the classic 1950's children's series about a cheeky little girl who lives in Manhattan's Plaza Hotel. Variety called it "not just an itsy bitsy surprise: it was a shock." But while Mr. Viselman loved Eloise's comic antics, it wasn't just the appeal of the character that turned his head. As the man behind the marketing of "Teletubbies, " Mr. Viselman saw in the Eloise books a long-term brand franchise that could be transformed into everything from dolls to a television series to a string of feature fimlms. "You can build a brand or you can build a movie franchise: a brand genrates a lot more money and a lot more exposure over time, " Mr. Viselman said. "A successful book will sell 100,000 copies. A hundred million is a successful movie, but a successful licensing progrma can do $1 billion in its first year."

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