Download this Paper Open PDF in Browser

Who Moved My Muggle? Harry Potter and the Marketing Imaginarium

Marketing Intelligence & Planning, Vol. 20, No. 3, pp. 134-148, 2002

15 Pages Posted: 11 Mar 2012  

Stephen Brown

Ulster University

Date Written: 2002

Abstract

According to John Grant's Marketing Manifesto, contemporary consumers "act their shoe size not their age" by resolutely refusing to grow up. They are not alone. Managers Too are adopting a kiddy imperative, as the profusion of primers predicated on children's literature- and storytelling generally- bears witness. Winnie the Pooh, the Wizard of Oz, Alice in Wonderland and Hans Christian Andersen are the marketing guru du jour, or so it seems. This paper adds to the juvenile agenda by examining the Harry Potter books, all four of which are replete with references to market-place phenomena, and contending that scholarly sustenance can be drawn from J.K. Rowling's remarkable, if ambivalent, marketing imagination.

Keywords: Literature, Children, Marketing Concept, Management

Suggested Citation

Brown, Stephen, Who Moved My Muggle? Harry Potter and the Marketing Imaginarium (2002). Marketing Intelligence & Planning, Vol. 20, No. 3, pp. 134-148, 2002. Available at SSRN: https://ssrn.com/abstract=2017468

Stephen Brown (Contact Author)

Ulster University ( email )

Northland Road
Londonderry, BT48 7JL
Northern Ireland

Paper statistics

Downloads
25
Abstract Views
361