The Buzz Begins

Susan Gunelius

Chapter Chapter 3 in Harry Potter, 2008, pp 23-35 from Palgrave Macmillan

Abstract: Abstract The Harry Potter buzz started early in the product’s lifecycle. While J.K. Rowling had been warned there was no money to be made in children’s book writing, she didn’t care. Her objective was to create a great story that people would enjoy reading. Her focus was on developing a great product, not how many copies it would sell or how much money it would make. Therefore, it was not surprising that others recognized the potential in Harry Potter when they saw it and took the necessary risks to bring it to market.

Keywords: Emotional Involvement; Loyal Consumer; Iconic Status; Societal Marketing; Motorcycle Club (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59410-4_3

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DOI: 10.1057/9780230594104_3

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