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  • August 2004 (Revised February 2006)
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Marketing James Patterson

By: John A. Deighton
  • Format:Print
  • | Language:English
  • | Pages:16
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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, August 2004. (Revised February 2006.) (request a courtesy copy.)
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About The Author

John A. Deighton

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Related Work

    • August 2004 (Revised February 2006)
    • Faculty Research

    Marketing James Patterson

    By: John A. Deighton
Related Work
  • Marketing James Patterson By: John A. Deighton
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