Mainstream marketing has become so obsessed with rigor, quantification and scientific honesty, that it lost sight of the importance of magic, mystery and fantasy. We need to restore the balance somewhat, and the way to do this is to take a look at the young magician who has thrilled the hearts and minds of readers around the world – and turned marketing on its head. A close examination shows that Harry Potter is more than just a passing marketing fad. Harry is different because the books a … Read more »

Mainstream marketing has become so obsessed with rigor, quantification and scientific honesty, that it lost sight of the importance of magic, mystery and fantasy. We need to restore the balance somewhat, and the way to do this is to take a look at the young magician who has thrilled the hearts and minds of readers around the world – and turned marketing on its head. A close examination shows that Harry Potter is more than just a passing marketing fad. Harry is different because the books are as much about marketing as the result of marketing. They deal with marketing issues, they are full of marketing artifacts they contain analyzes of market phenomena, and to provide insight into the state of modern marketing. The books can be found in almost every element of the marketing mix, as well as aspects of buyer behavior, marketing research, and environmental conditions. Harry Potter unknowingly has the power, the modern marketing paradigm of the positivist trappings of modern marketing to transform into the magical, mysterious, imaginative substance of postmodern marketing.
«Hide

from
Stephen Brown
Source: Business Horizons
9 sides.
Publication Date: Jan 15, 2002. Prod #: BH067-PDF-ENG
Marketing for Muggles: The Harry Potter Way to Higher Profits HBR case solution

[related_post themes="flat"]