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Case
| HBS Case Collection
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2006
(Revised from original 2004 version)
Marketing James Patterson
by
John A. Deighton
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Abstract
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at managing the advertising creative process to employ co-authors on a "literary assembly line," turning out more product than any other best-selling author. Now he considers whether book clubs can be used to systematically build buzz for his new releases. Is it time for a shift to direct mail and one-to-one marketing, or is fame in the book business only won in the limelight of publicity and broadcast marketing?
Keywords: Advertising;
Debates;
Surveys;
SWOT Analysis;
Brands and Branding;
Marketing Channels;
Product Marketing;
Consumer Behavior;
Outcome or Result;
Sales;
Citation:
Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, February 2006. (Revised from original August 2004 version.)