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Celebrity Sells
Book

Celebrity Sells

Wiley, 2004 plus...


Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

Hamish Pringle has written a thoughtful, crisply-paced book exploring the power of celebrity and how that power can be harnessed in marketing. The book focuses on the U.K. - thus, many of its case studies and celebrities will be unknown to those who haven’t spent time in England - but its core message transcends national borders. Even those who have often had to deal with celebrities will still learn ample lessons, while those who have never dipped their toes in the celebrity marketing pool will find this essential reading. It is a textbook for avoiding many pitfalls of star marketing. getAbstract.com recommends this useful, insightful book to marketers and executives who are considering their first foray into the celebrity arena or re-thinking their use of celebrity marketing.

Take-Aways

  • Celebrities provide a "research & development" function for the public by trying out fashions, trends and ideas.
  • Celebrities’ influence extends into even the most personal parts of life.
  • In the coming era of "permission marketing," celebrities will be essential in earning the attention of inundated consumers.

About the Author

Hamish Pringle, a former vice chairman and director of marketing at Saatchi Saatchi, is the director of Brand Beliefs, Ltd., and the IPA consultant Director of Marketing Strategy. He is the co-author of Brand Spirit: How Cause Related Marketing Builds Brands.


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