Wizard!: Harry Potter's Brand Magic (Great Brand Stories series) - Softcover

Brown, Stephen

3.31

32 ratings by Goodreads

Softcover

ISBN 10: 1904879306 ISBN 13: 9781904879305

Publisher: Cyan Communications, 2005

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Harry Potter fans, consumer researchers, and marketers learn about the enchanting brand in this analysis, from its magical arrival on the book scene in 1997 to its multibillion-dollar net worth and penetration of the media world today. Fascinating insight is provided into the unconventional marketing techniques employed by Potter marketers that helped the brand become one of the world's most recognized in an extraordinarily short period of time. All aspects of the Potter brand are examined, including the marketing spin used with author J.K. Rowling, the right-wing critics, and the closely guarded contents of each new book.

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From the Publisher:

MORE PRAISE FOR WIZARD!

"[Brown] rails against staid, formulaic marketing that leads to a ‘world of Stepford brands’, and argues instead for mystery and imagination to inspire marketers efforts. As always, Brown revels in being controversial and challenging convention. Whilst he will undoubtedly rile many in the profession, others will relish his rebellious outbursts and find much of value in his unconventional ideas.

Where Brown excels above and beyond any other marketing author is in his writing. None can compare with the sheer pleasure of reading one of his books. His use of language is masterful. His playful wit is guaranteed to raise a smile on even the stoniest faced critic. Whilst you may not agree with every word he writes, you are sure to be enchanted by his beguiling book."

- The Chartered institute of Marketing book review excerpt, The Marketer, July 2005 issue

About the Author:

Stephen Brown is a professor of marketing research at the school of marketing, entrepreneurship & strategy at the University of Ulster and a visiting professor at Northwestern University, where he works with marketing guru Philip Kotler. He is the author and editor of numerous books, including Free Gift Inside!, Postmodern Marketing, and Romancing the Market. He has been published in the Harvard Business Review, Journal of Marketing, and Business Horizons.

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