The global success of Harry Potter books
The global success of Harry Potter books
Table of contents
1 Introduction 1
2 The book market worldwide 1
3 The global success of Harry Potter books 2
3.1 Process of global expansion 2
3.2 Harry Potter in Germany 4
3.3 Harry Potter in the USA 6
3.4 Harry Potter in Japan 7
4 Critical success factors 7
4.1 Story and characters 7
4.2 Marketing 8
4.2.1 Word of mouth 8
4.2.2 Publicity and the “Rowling-legend” 9
4.2.3 Unconventional marketing and Pottermania 9
4.2.4 Merchandising 10
4.3 Psychological and sociological factors 11
5 Conclusion and Outlook 11
Appendix 1: Covers in the UK, Germany, USA and Japan 14
Appendix 2: …
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