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High visibility : the making and marketing of professionals into celebrities

Author: Irving J Rein; Philip Kotler; Martin R Stoller
Publisher: Lincolnwood, Ill. : NTC Business Books, ©1997.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Whether you are a lawyer, a physician, a marketing manager, or an artist, the ability to create and manage your visibility is vital to maximizing your success.

High Visibility is the ground-breaking book that describes and explains the whole new industry that has evolved to help you - as a professional - achieve this much-sought-after celebrity.

Based on hundreds of examples and case studies of celebrities from all walks of professional life, this book reveals the sophisticated marketing techniques used to separate the leaders from the followers with analyses of The Celebrity Industry: The key players in the image-making industry who shape the "celebrity culture"; The Building Blocks and Techniques of Transformation: The tools people use to change and shape their personalities and images to meet the success criteria of their professions; and Image Management: The techniques used by successful professionals to sustain their image over time. High Visibility provides a blueprint for every professional who wants to maximize his or her potential for success.  Read more...

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Details

Document Type: Book
All Authors / Contributors: Irving J Rein; Philip Kotler; Martin R Stoller
ISBN: 0844234486 9780844234489
OCLC Number: 474704241
Description: xiii, 346 pages : illustrations ; 24 cm
Contents: 1. Sculpting the Image --
2. The Visibility Premium --
3. The Celebrity Industry --
4. Marketing Celebrities --
5. Celebrity Sectors and Hierarchies --
6. Celebrity Consumers: Watchers, Seekers, Collectors, Fans, and Insiders --
7. The Building Blocks of Transformation --
8. The Techniques of Transformation --
9. Delivering the Image --
10. Publicity: The Voice of Visibility --
11. Sustaining Celebrity.
Responsibility: Irving Rein, Philip Kotler, Martin Stoller.

Abstract:

Whether you are a lawyer, a physician, a marketing manager, or an artist, the ability to create and manage your visibility is vital to maximizing your success.

High Visibility is the ground-breaking book that describes and explains the whole new industry that has evolved to help you - as a professional - achieve this much-sought-after celebrity.

Based on hundreds of examples and case studies of celebrities from all walks of professional life, this book reveals the sophisticated marketing techniques used to separate the leaders from the followers with analyses of The Celebrity Industry: The key players in the image-making industry who shape the "celebrity culture"; The Building Blocks and Techniques of Transformation: The tools people use to change and shape their personalities and images to meet the success criteria of their professions; and Image Management: The techniques used by successful professionals to sustain their image over time. High Visibility provides a blueprint for every professional who wants to maximize his or her potential for success.

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